Beauty & Fragrance

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

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

1996 SILVER

Artifacts

The Rockport {Proof} campaign significantly increased retailer ordering of Rockport shoes prior to the launch, up 18% and a record breaking $100 million vs. previous year's sales in a flat markets. Consumers interest to tell their own {Proof} story dramatically increased each week of the campaign. Consumer phone calls to rockport averaged a 35% increase.

Brand: Rockport
Client: The Rockport Company
Agency: Leo Burnett USA
Language: English

1996 SILVER

The Hottest

In order to achieve its long-term vision of category leadership, Degree needed to continue posting aggressive market share gains. New technological advances by key Anti-Perspirant/Deodorant competitors, however, threatened to render Degree's body-heat activated positioning obsolete. Persuasive new Degree advertising overcame this challenge, by accelerating brand trial rates which drove volume/share growth up by +21%. As a result, Degree catapulted from #8 to #3 in the Anti-Perspirant/Deodorant category.

Brand: Degree
Client: Helene Curtis Industries, Inc.
Agency: DDB Chicago
Language: English

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence