Beauty & Fragrance

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

2010 BRONZE

The New Lee.com

Lee Jeans, a denim brand with a dusty image and declining awareness and that's been de-positioned for decades by countless other, far more hip, up-and-coming labels. And it's dependent on a retail channel that's folding like a pair of cheap slacks. So Lee Jeans turned to the channel it could control - its own website - now the ultimate online retail experience where people can let go of their insecurities, be inspired by real stories of people like them and ultimately slip into a pair of jeans that fits them perfectly.

Brand: Lee Jeans
Client: Lee Jeans
Agency: OLSON
Language: English

2010 BRONZE

'Soap Scum'

The bar market in the US was declining and, as the market share leader with 33%, Dove needed to convince soap users that they should switch to Dove. Setting a goal of 1-2% market share increase, Dove began the Soap Scum campaign. The campaign educated tallow bar users that their bar was leaving an invisible layer of scum on their skin, while Dove leaves clean, moisturized skin. The result was an increase in market share of 16% in the US bar market and a record high share of 38.4 in the six months after launch.

Brand: Dove
Client: Unilever
Agency: Ogilvy & Mather
Language: English

2009 GOLD

In the Motherhood

Suave teamed up with Sprint for an unprecedented partnership to gain Mindshare -and marketshare- among moms. By building an online community especially for moms and involving them in the creative process, the brands became the enablers of a social network women wanted to be a part of. The program contributed to a growth in brand share and lifted key brand measures for Suave. Additionally, "In the Motherhood" became the No. 1 parenting Web site visited by moms.

Brand: Suave
Client: Unilever & Sprint
Agency: Mindshare
Language: English

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence