Beauty & Fragrance

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

2007 SILVER

Wade - Fall Seven Times. Stand Up Eight

Converse launched its first signature basketball shoe in some 15 years--the WADE. This shoe was designed and worn by their marquee athlete, Dwyane Wade. The WADE was primarily fueled by an integrated campaign, 'Fall Seven Times. Stand Up Eight.' This campaign looks back to understand Dwyane's journey--to reveal how much his past will now shape his future. The campaign launched on 11.3.05 and has shown tremendous results for 12-months. Results that have re-established Converse in the basketball segment with consumers and retailers.

Brand: Converse
Client: Converse, Inc.
Agency: Butler, Shine, Stern & Partners (BSSP)
Language: English

2007 BRONZE

The Power Of 4

Schick needed to launch a new men's razor - despite second-to-market technology, 10% the budget of the competitor and low equity with young men. The goal was to engage the audience in the brand and drive sales at retail. Looking past the blade wars and potentially litigious claims, we focused on the confident magnetism that comes with a close, clean shave. We labeled it The Power of 4 and put it at the center of a life-changing system, complete with infomercial. The results: 2 million website users engaged in the integrated campaign and franchise dollar share grew 52%.

Brand: Schick Quattro Power
Client: Schick Wilkinson Sword
Agency: Colangelo
Language: English

2006 GRAND

The Campaign for Real Beauty

After 50 years of steady growth, Dove decided to enter the beauty category with a wider range of beauty products. It took this opportunity to update its image radically. This new direction was called "The Campaign for Real Beauty." By challenging conventional beauty stereotypes, this work generated dramatic sales increases across the brand as well as a successful entry into hand and body lotions. It has generated a huge amount of media coverage, more than 650 million impressions.

Brand: Dove Hand & Body Lotions
Client: Unilever
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