Beauty & Fragrance

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

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

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

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence