Beauty & Fragrance

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

2001 SILVER

Touch of Dove

Dove successfully launched into the AP/Deo category in 2000 by making its core equity of "skin care" relevant, credible and motivating. In launching, Dover has redefined the category not just in terms of what benefit the product offered, but also in how the brand spoke to women. The campaign broke with conventions by not focusing solely on the category must have of "efficacy," but by introducing the need for underarm skincare. It also promised women something more, a "sense of femininity" that was not closely associated with the AP/Deo category.

Brand: Dove
Client: Unlilever
Agency: Ogilvy & Mather
Language: English

2001 BRONZE

The Buddy Lee Challenge

Faced with the realization that growing share in the category would eventually mean nothing if the main distribution channel continued to suffer, Lee Dungarees turned to an innovative, fully integrated communication plan to solve their key business issue to get consumers to want the brand so much they would seek it out in stores they had routinely abandoned

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

2001 BRONZE

I See Myself in Feria

Since 1998, L'Oreal has revolutionized the Hair color Category with the introduction of Feria, an entirely new kind of permanent colorant formulated with innovative color technology. Breaking through a cluttered and brand-loyal market, Feria advertising captured trendy, experimental, multi-ethnic women and men, offering them dramatic color change as a bold fashion statement. After only two years, the continuously-evolving campaign has helped build one of the most successful brands in the market. The success of Feria has helped to make L'Oreal the number one hair color company and knocking Clairol down to second place. To date, Feria is only .6 share point away from the number two dollar share position currently held by Nice' N Easy. Feria unit volume is up an amazing +25% vs. YAG, and the Feria brand is the fourth largest hair color in the market today!

Brand: Feria
Client: L'Oreal USA
Agency: McCann-Erickson New York
Language: English

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence