Beauty & Fragrance

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

2005 GOLD

Raise Your Right Hand

Rings were lagging behind the total diamond jewelry market-a dangerous decline since they represent over half the category value. The Raise Your Right Hand campaign launched a completely new product into this stagnant segment-a design-oriented diamond ring that women can buy for themselves and wear on their right hand as an expression of individuality. The campaign exceeded its objectives of bringing ring growth into line with total diamond jewelry growth, driving acquisition by single women, and creating "buzz" in popular culture-achieving 39% awareness of the product within then first year.

Brand: A Diamond is Forever
Client: The Diamond Trading Company
Agency: JWT New York
Language: English

2005 SILVER

Find You One True Fit

For decades Lee enjoyed the position of category leader in women's denim. That changed in the mid-90's when several niche brands entered the women's market and collectively started a denim revolution. Younger consumers rejected older established brands like Lee, in favor of the more contemporary labels. The Lee brand was flagged for being unfashionable, uncool and on the way out. Reversing the slide would require a complete overhaul of the brand and products and the launch of the silver-bullet sub-brand, One True Fit. Results show significant gains in Lee's fashion imagery, coolness and purchase consideration. Sales also indicated Lee had finally established a strong foothold with young women.

Brand: Lee Jeans
Client: Lee Jeans
Agency: Fallon Worldwide
Language: English

2005 BRONZE

Got the Power

Pampers recognized an opportunity to help moms trust that there is a true training pant benefit for kids who have already started potty training and are "active trainers." In August, 2004, at the start of the Back-to-School season, Pampers began running advertising to drive awareness and trial of the newly launched Feel N Learn Advanced Trainers. The result: significant signs of success in the first month of launch, and a round of applause from moms for finally being given a real solution to help their kids "get it" so they'll finish potty training.

Brand: Pampers
Client: Procter & Gamble
Agency: Saatchi & Saatchi
Language: English

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence