Beauty & Fragrance

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

2008 BRONZE

Makeup as Fashion!

Driven by the visionary makeup artistry of Pat McGrath, the Max Factor ad campaign owns a territory previously uninhabited by mass brands. Pat and sought-after fashion photographers infuse every image with insider expertise and industry renown. Distinguished foremost by its dramatic visual presence, a voice-with-attitude approach to copy, and the use of couture styling to tell an aspirational story, the campaign as a whole has bolstered and evolved Max Factor's equity of superior makeup artistry while giving the beauty consumer access to the stellar talents of Pat McGrath.

Brand: Max Factor
Client: Procter & Gamble
Agency: Grey Worldwide
Language: English

2008 BRONZE

Take a Closer Look

Essentially a start-up company Crocs faced a number of challenges; they were a one product company, they were competing in a market dominated by global brands, and they were battling against an on-slaught of copy-cat rip-offs fighting with their hero shoe 'the classic clog'. Despite these challenges the agency's plan grew new shoe styles to 67% of total sales, in addition to growing total Crocs sales to 19 million pairs, 180% above target. The key to this success was 'Discover Crocs'. A big idea based on the consumers love of discovering unique Crocs benefits that outweigh their unusual appearance. The agency hid Crocs in eye popping creative thus capturing the idea of discovery.

Brand: CROCS
Client: CROCS
Agency: TimeZoneOne
Language: English

2008 BRONZE

Beauty Wake-Up Call

In 2007, Suave transformed itself from a value brand to a beauty brand loved by moms. When 89% of moms admitted they had let themselves go, Suave stepped in to help them get themselves back. With Suave's high performance beauty products, moms could indulge themselves and still buy the kids new shoes. Motherhood and beautyhood could, for the first time, co-exist. This was a win-win situation for moms and for Suave. The brand significantly outperformed sales goals, drove strong increases in equity scores and got key retailers to take notice.

Brand: Suave
Client: Unlilever
Agency: Ogilvy & Mather, Chicago
Language: English

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence