MRS Awards Papers, Finalist, Cultural Insights, 2021
L'Oréal Paris, a personal care company, launched a worldwide campaign to embrace a modern and relevant expression of female empowerment in marketing, and understand needs and behaviours deeply to connect with women in a powerful and authentic way.
Powerful storytelling has helped SK-II build its brand into a global powerhouse and helped it stand out in a hyper-competitive landscape. Gayoon Jung, VP of brand and innovation for SK-II Global, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how everything begins with the consumer, the need to constantly innovate on engagement and taking the long-term view. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Among the many changes to consumer behaviour seen in recent months is the rise of comparison shopping – and this has become problematic for prestige beauty brands, which are losing out to cheaper alternatives considered to be just as effective.
Echo He, Nicholas Short, WARC Awards for Asian Strategy, Entrant, 2020
Beauty brand L'Occitane appointed a virtual idol as its spokesperson to launch its spring collection and offer content to Gen Z consumers in China via Anime, Comics, Games and Novel (ACGN) platform Bilibili.