Beauty & Fragrance

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

1997 BRONZE

Moisture

In an effort to defend Excellence's position in permanent color, the company evolved the Brand's advertising to secure an ownable positioning as the pre-eminent creme colorant. The challenge was to create a meaningful benefit that leveraged Excellence's unique creme form and motivated consumers, within a marketplace dominated by product "news" and re-stages using high-profile spokeswomen. The advertising successfully drove the business as the Brand's market share increased 3 full share points with unit volume up +37% vs YAG. Due to business success, the campaign is now being used to support the Brand on Worldwide basis.

Brand: L'Oreal Excellence Creme
Client: Cosmair, Inc.
Agency: McCann-Erickson New York
Language: English

1997 BRONZE

They Fit Everything About You

Riders was a thriving brand in the discount channel enjoying repeated annual growth, with the majority of its sales coming from its men's line. However, to more efficently manage VF's brand protfolio and ensure that this discount denim brands, Riders and Wrangler, did not continue to cannibalize each other, it was decided that Riders would be repositioned to become the dominant female brand in the discount channel. To begin developing a brand relationship between Riders and our skeptical female target, we had to establish a connection with he by demonstrating that we understood what's important to her. Riders, "They Fit Everthing About You", message was embraced by women resulting in an increase in sales for Riders(+37%) and VF's discount channel brands (+18%)

Brand: Riders
Client: The Lee Apparel Company (Riders)
Agency: Fallon McElligott
Language: English

1996 GOLD

The Wonderbra Phenomenon

The Wonderbra campaign talks to young women in a voice that celebrate and empowers them. This voice is relevant for the times, with an honest, yet sexy attitude that is unlike any other intimate apparel advertiser, and in doing so has created a market that is excited about a previously sleepy category. This market is loyal, sustainable and extendable, while at the same time, not encroaching no other Sara Lee properties.

Brand: Wonderbra
Client: Sara Lee Intimates
Agency: TBWA\Chiat\Day
Language: English

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence