Beauty & Fragrance

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

2024 SILVER

Waxing Lady Tutorials

GharPar, Pakistan’s leading home-salon services app, came up with a solution to overcome social barriers and teach women how to self-check for breast cancer: the waxing lady. We trained waxing-ladies to pass on self examining techniques to clients, and bypassed any taboo. With over 630,000 appointments, the Check Up GharPar initiative reached thousands of women across 6 cities. So far, hundreds of thousands of women have been given instructions on how to self-check, and the campaign even managed to detect a tumor in one patient, which was removed in time.

Brand: Ghar Par
Client: Ghar Par
Agency: BBDO Pakistan
Language: English

2024 BRONZE

Boots & No7 Menopause: Real Change Comes From Within

This is the story of how purpose helped set Boots apart from other health and beauty brands in the eyes of its heartland audience of women 45+. "With You. For Life” gave us the impetus to re-connect with them on potentially one of their most disruptive life stages, menopause. Only Boots could provide emotional support and practical solutions. When other brands sensationalised menopause to sell, we normalised to support. From education, in-store navigation and training, we transformed how menopause was perceived and navigated. We brought our heartland audience back, growing penetration and increasing sales.

Brand: Boots
Client: Boots
Agency: VML
Language: English

2023 GOLD

Changing Education To Keep Girls In School

Every year 23 million girls drop out of school. One chapter that could save them, was never printed in schoolbooks due to a taboo against menstruation. We created history and wrote the Missing Chapter explaining the biology behind periods. It was read out in our film, through news readers on TV, by citizens on social media. Local artists from 25 states painted the chapter on school walls creating hand-painted native wall-art, for girls living in media-dark areas. Petition to include it in schoolbooks was committed to by key state governments.

Brand: Whisper
Client: Procter & Gamble
Agency: Leo Burnett Mumbai
Language:

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence