Beauty & Fragrance

Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.  

2010 GOLD

Beware of the Doghouse

When JCPenney wanted to get men to buy diamonds for their women at the holidays, we didn't resort to using images of women jumping for joy or give guys lectures on the 4C's. Instead, we created a cautionary tale for men everywhere. For years, men have referred to being in trouble with their wives as being 'in the doghouse'. It was just a figure of speech, until now. We brought the doghouse to life in an integrated, multi-platform campaign that let guys know that no bad gift shall go unpunished.

Brand: JCPenney
Client: J.C. Penney Company, Inc.
Agency: Saatchi & Saatchi
Language: English

2010 SILVER

Swagger: The Scent that Makes a Difference

In 2008, 'Glacial Falls' was the worst-performing scent in the Old Spice portfolio and was in jeopardy of being pulled from store shelves. Our task: to rebrand 'Glacial Falls' and save the scent from extinction by doubling sales. Ultimately, we relaunched the scent as 'Swagger: The Scent that Makes a Difference,? and the campaign far-exceeded our goals. Sales of 'Swagger' deodorants and body wash exploded, and the scent is now one of the best-performing scents in the Old Spice lineup.

Brand: Old Spice
Client: Procter & Gamble
Agency: Wieden+Kennedy
Language: English

2010 SILVER

Vaseline Men: The Making of a Manly Lotion

When Vaseline MEN lotions launched, we needed to persuade the football-loving, God-fearing, hairy-chested American man to use lotion. Not only when his skin was very dry, but regularly to keep his skin healthy. We set out to convince guys their skin is important and to eliminate the obstacles impeding them from regularly using lotion - specifically the perception that applying lotion is time-consuming. We succeeded in enacting a behavior change and over-delivered on share by 30%.

Brand: Vaseline MEN
Client: Unilever
Agency: BBH
Language: English

FINALISTS

Pantene If You Know, You Know It's Pantene.

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence