Beauty & Fragrance

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

2004 BRONZE

Surprise Guest

Huggies was getting ready to launch an upgrade on Pull Ups with the addition of Easy Open Sides. Against the huge odds, Pampers Easy Ups ran a commercial that calls attention to how confusing the ultimate consumer-the child who is potty training-is by these new training pants "that pull apart at the sides like a diaper". By comparison, Easy Ups seems more underwear-like, which is what the child aspires to wear. As a result, moms did re-think their brand choice, and Easy Ups' business continued to grow.

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

2003 GOLD

Past, Present and Future

J. Walter Thompson and The Diamond Trading Company launched the "Past, Present and Future" campaign to reinvigorate the anniversary occasion and create momentum in the category. The campaign featured jewelry with three stones representing a couple's past, present and future. The three-stone anniversary ring was developed to launch the program, but the power of the "Past, Present and Future" message quickly moved on to include other three-stone jewelry, such as necklaces and earrings. Television ads, consumer and trade print campaigns and promotional and on-line activity were created to bring the "Past, Present and Future" campaign to life.

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

2003 SILVER

Little Black Dress

Dockers Khakis have always been a very successful brand but it's been at a cost. Since its inception, the Dockers brand has been associated with the 100% cotton khaki and has been relegated to the default pant on casual Fridays. As lifestyles and the workplace evolve, Dockers has kept in step by creating a dress casual line of pants that gives consumers a another reason to buy khakis and buy Dockers. Now, when guys don't know what to wear at more formal occasions, they'll know what to wear. This will help pave the way for future brand extensions by Dockers and ensure a growing brand.

Brand: Dockers
Client: Levi Strauss & Co.
Agency: FCB San Francisco
Language: English

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence