Beauty & Fragrance
Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.
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2011 BRONZE
EOS - Reinventing Lip Balm
This is a story of how a challenger brand was able to break through and gain traction in the uninteresting and uninvolving lip balm category. With a limited budget vs the rich multinationals that crowd the category, but an innovative and thoughtful design that women loved, the EOS Smooth Sphere lip balm was able to radically alter consumer perceptions about how appealing a lip balm can be. And along the way, create brand evangelists and ignite a groundswell of interest and recommendation for previously unknown brand.
Brand:
EOS
Client:
EOS
Agency:
Juniper Park
Language:
English
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
FINALISTS
Pantene
If You Know, You Know It's Pantene.
Dove
Stop The Beauty Test
Avon Brasil
Excellence in Influence
