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Procter & Gamble Launches Online Magazine For Women Of Certain Age

July 22, 2016: 12:00 AM EST
Procter & Gamble Co. launched London-based Victoria.co.uk, an online magazine for women 50 years or older. Part of the company's efforts to promote its brands in Europe, the online magazine offers discounts and samples of P&G products for women who register to subscribe. In addition to allowing subscribers to post comments about articles, review products, and buy online, the magazine features content produced by five leading women journalists. These include former London Telegraph Magazine fashion features director Tamsin Blanchard, former London Mail on Sunday relationship columnist Zelda West-Meads, and health and nutrition writer Patsy Westcott.
Barrett J. Brunsman, "Here's why P&G just launched online magazine for women over 50", bizjournals.com, July 22, 2016, © American City Business Journals
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Rexona Launches Interactive Social Campaign In Malaysia

July 15, 2016: 12:00 AM EST
Rexona launched the “Rexona FreshMoves” social media campaign in Malaysia. Created in partnership with agency MullenLowe Malaysia, the campaign aims to provide local youth a chance to experience interactive brand experience in the real world. Also, the campaign features local celebrities and social media influencers, including Scha Alyahya and hip-hop artist SonaOne.
"Rexona gets Malaysian influencers moving for latest campaign", Marketing-Interactive.com, July 15, 2016, © Lighthouse Independent Media Pte Ltd.
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RB Awards Lysol And Dettol Accounts To McCann

July 15, 2016: 12:00 AM EST
RB transferred the global advertising accounts for its Lysol and Dettol household cleaning brands from Havas to McCann Worldgroup. Havas will continue handling the advertising accounts for brands, including Resolve, Durex, and Easy-Off. Also, RB said Havas will work as lead strategic and creative partner on the company's new strategic initiatives.
Jack Neff, "RB Moves Lysol and Dettol to McCann, Gives Havas 'New Initiatives' Role", Advertising Age, July 15, 2016, © Crain Communications
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Dove Men+Care Launches Campaign To Help Men Gain Stronger Hair

July 12, 2016: 12:00 AM EST
Unilever’s Dove Men+Care Hair haircare brand launched the Real Life Tested campaign aimed at showing that men’s hair has to deal with various environmental factors. In support of the campaign, the brand launched a new report, “Dove Men+Care Hair Fall Study,” which presents the results of a survey of hundreds of dermatologists who specialize in male haircare in the US. Also, the campaign aims to highlight the brand’s 2-in-1 shampoos and conditioners the company says are designed to make men’s hair stronger and more resilient than before.
"Dove Men+Care Hair Launches Real Life Tested Campaign To Show Connection Between Everyday Physical And Environmental Factors And Men's Hair Fall Due To Breakage", MultiVu/PR Newswire, July 12, 2016, © MultiVu
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L'Oreal USA Launches Emoji Keyboard App For Android And IOS Mobile Devices

July 7, 2016: 12:00 AM EST
L’Oreal USA launched the Beaumoji keyboard app for mobile devices running the Android and iOS operating systems. Available for download, the virtual keyboard includes 130 beauty-focused emojis that consumers can use to add flair to their mobile messages. Emojis are grouped under several categories, including “It Girl” and “Pampered Life.”
"L'Oréal USA Launches Beaumoji, the Ultimate Emoji Keyboard for Beauty Lovers", L'Oréal, July 07, 2016, © L'Oréal
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Chobani’s Olympics Ads Emphasize Need For Good Foods To Be Great

July 7, 2016: 12:00 AM EST
U.S. yogurt maker Chobani has come up with a new ad theme and campaign as the Rio Olympics approach. Instead of “Naturally Powering Team USA,” used for the London and Sochi games, the theme is: ”You Can Only Be Great If You’re Full Of Goodness.” More than 40 videos have been prepared for the campaign. They include commercials, digital video profiles, workout routines and cooking segments featuring the athletes it is sponsoring. An ancillary theme of the campaign, which is managed by the Opperman Weiss agency, is the “No Bad Stuff” phrase Chobani has been using to stress that its yogurts contain no artificial ingredients or GMOs.
Jessica Wohl, "See The Spot: Chobani Stresses Goodness In Olympics Push", Advertising Age, July 07, 2016, © Crain Communications
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Gillette's Go Ask Dad Commercial Top Breakthrough Ad, Ace Metrix Says

July 7, 2016: 12:00 AM EST
Procter & Gamble Co.'s “Go Ask Dad” commercial for Gillette razors was recognized as the most effective recent advertising campaign in the US, according to a survey by Ace Metrix. Created by Grey Advertising, the Father's Day-related commercial focuses on fathers teaching their sons skills, such as shaving and tying a tie. P&G's “Thank You, Mom” commercial was ranked number 2 on Ace Metrix's “Top 10 Breakthrough Ads” list. Ace Metrix formed a panel of at least 500 consumers with demographics matching the U.S. Census data and used a scoring system designed to measure an advertisement's ability to be noticed and connect with consumers.
Barrett J. Brunsman, "P&G’s dad-centric commercial tops mom campaign as best new ad in nation", bizjournals.com, July 07, 2016, © American City Business Journals
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Ulta Beauty Attracts Consumers Who Prefer To Buy From Brick-And-Mortar Stores

July 6, 2016: 12:00 AM EST
Cosmetics retailer Ulta Beauty is growing its business by focusing on consumers who prefer to shop in-store instead of buying online. What makes the company different from other retailers in the beauty segment is its focus on offering a wide collection of mass brands and prestige brands. Also, the retailer has convinced prestige beauty brands to sell their products in Ulta stores by showing them the concept of “mass migration.” With the beauty segment not affected by issues hampering the apparel market, such as sizes, weather, and price sensitivity, the market is expected to keep growing.
Adriene Hill, "How Ulta Beauty keeps people shopping at its brick and mortar stores", Marketplace, July 06, 2016, © Minnesota Public Radio
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Hegarty Calls Nivea's Robotic Seagull Campaign Stupid

July 5, 2016: 12:00 AM EST
Advertising agency Bartle Bogle Hegarty's co-founder John Hegarty ridiculed the “Care From the Air” campaign created by Jung von Matt/Elbe for skincare brand Nivea. During the press conference to announce the winners of the Titanium and Integrated Lions advertising awards at the 2016 Cannes, Hegarty used sarcasm to describe the campaign. Nivea's campaign features a robotic seagull dropping suntan cream on children on beaches.
Tim Nudd, "See the Nivea Campaign That John Hegarty Called the Stupidest Thing He's Ever Seen ", Adweek, July 05, 2016, © Adweek
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Purchase Data Help CPG Marketers Find Their Quarry

July 5, 2016: 12:00 AM EST
An increasing number of consumer packaged goods (CPG) marketers are relying on purchase-based advertising, as well as location tracking and other technologies, to more sharply target potential buyers. Purchase-based advertising is based on data derived from retail websites as well as from retail stores. As evidence of the pervasiveness of the technology, mobile ad firm 4Info reports that 99 percent of the campaigns it has managed for CPG clients use purchase information. 4Info gets the data – stripped of identifiable personal information – from Nielsen Catalina Solutions, which collects UPC-level information streams directly from participating grocery and drug stores every day. The data reflect purchase information from 90 million households. The information is sophisticated enough to allow advertisers to hone their message as well.
Kate Kaye, "Grocery Brands Flock to Ads Informed by Your Real-World Shopping", Advertising Age, July 05, 2016, © Crain Communications
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Unilever Japan Launches Campaign For Clear Shampoo Brand

July 5, 2016: 12:00 AM EST
Unilever Japan K.K. launched “Clear Headgear-Cover Plan. A Salute to Headgear Warriors,” a marketing campaign to promote its Clear shampoo brand. As part of the campaign, Unilever Japan also released an advertising video with the same title. According to Unilever Japan, the video looks at the “pride and functionality” that come with wearing headgear, as well as the need to protect the health of the scalp from harsh effects of wearing a headgear.
"Unilever Japan K.K. Launched New Campaign to Support Who Wear Headgear for Work", PR Newswire, July 05, 2016, © PR Newswire Association LLC.
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Unilever’s Food Product Development Is Rooted In Three “Macro Trends”

July 1, 2016: 12:00 AM EST
Unilever has distilled its global consumer marketing experience into three key or “macro” trends that shape its food product development: trusted choices, “super me,” and “flexi-flow.” The trusted choices trend means shoppers want “real, honest, safe and responsible food” they can trust. They are willing to pay more for these choices that include “green;” natural, organic and GMO-free; certified ethical food (organic and non-GMO); locally grown; and anti-allergenic. The “super me” category means consumers are concerned about wellness. They want: fortified foods; “naturally healthy” foods; and probiotics. They are taking a more proactive approach to health. Lastly, “flexi-flow” is the realization that consumer lifestyles have changed dramatically, resulting in flexibility for shopping and cooking, and versatility of food formats, occasions and venues.
Linda Winick, "New Shopper Preferences Shaping Unilever’s Product Development", CPG Matters, July 01, 2016, © CPG Matters
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Procter & Gamble Launches Campaign For Rebranded Mr. Clean Line Of Cleaning Products

June 30, 2016: 12:00 AM EST
Procter & Gamble launched a marketing campaign for its Mr. Clean brand of household cleaning products. Featuring an upgraded version of the old jingle, the campaign highlights the long history of the brand, which was launched in 1959. While the original Mr. Clean character was a man with muscular build and bald head in a white shirt, the modern version plays guitar and gives high fives to people around him. According to the company, the rebranding efforts started under P&G’s chief brand officer Marc Pritchard.
Nina Lentini, "P&G Revamps Mr. Clean For A New Generation", MediaPost, June 30, 2016, © MediaPost Communications
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Breeze Laundry Brand Launches Video Campaign In Philippines

June 29, 2016: 12:00 AM EST
Unilever's laundry care brand Breeze launched a YouTube video campaign in the Philippines. Created in partnership with Dentsu Jayme Syfu, the video encourages mothers to remain calm if they see their child covered in dirt. Also, the video highlights a social experiment, showing mothers get emotional upon learning of the reason why their child got all dirty.
Jayme Syfu, "Breeze Philippines wants moms to #SeeTheGood in dirt From the Philippines: ‘See The Good’ for Unilever Philippines ", Campaign Asia, June 29, 2016, © Haymarket Media Group Ltd.
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YSL Beauty Launches Campaign To Promote Mon Paris Women's Scent

June 28, 2016: 12:00 AM EST
YSL Beauty launched a marketing campaign to promote its new Mon Paris women’s scent. Highlighting the French capital as a city for lovers, the campaign invites consumers to fall in love. As part of the campaign, the company created a 360-degree video highlighting a race through the city. Developed by master perfumers Olivier Cresp, Dora Baghriche, and Harry Fremont, Mon Paris is their interpretation of a traditional chypre, with the note structure turned upside down. According to the brand, the scent has a first impression of accords of bergamot, raspberry, and strawberry, with a note of pear. Photographer Billy Kidd shot pictures of the couple appearing on the advertising video for the campaign’s print edition.
Sarah Jones, "YSL Beauty dares consumers to fall head over heels in love", Luxury Daily, June 28, 2016, © Napean LLC
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Shiseido Launches Digital Campaign For Rouge Rouge Lipstick Line

June 28, 2016: 12:00 AM EST
Shiseido launched the Rouge Rouge Kiss Me digital marketing campaign to promote its new 16-color Rouge Rouge line of lipsticks. According to Shiseido global creative director Ruba Abu-Nimah, the campaign urges two people to kiss their smartphone screens at the same time in order to create a virtual kiss. Created by Tokyo-based TeamLab, the campaign lets anybody who wants to virtually kiss someone to access the website rougerougekissme-shiseido.com and create a personalized link they can send to that person they want to kiss. There are similarities with the campaign created by Burberry Kisses and Google that also lets people send virtual kisses; however, Shiseido’s campaign takes the concept of “virtual kiss” a step further. Kiss Me goes live in Japanese, Chinese, English, and French versions.
Rachel Strugatz, "Shiseido Ups Digital Game With ‘Rouge Rouge Kiss Me’", Women’s Wear Daily, June 28, 2016, © Fairchild Publishing, LLC, a subsidiary of Penske Business Media, LLC
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L'Oreal Paris Enlists 15 Bloggers For Social Media Campaign

June 27, 2016: 12:00 AM EST
L’Oreal Paris recruited 15 bloggers and social media influencers to join its yearlong program L’Oreal League. Developed as a concept combining fashion and art blogging, the program will see bloggers creating content and promoting the brand across their social media channels. During their participation in the program, the bloggers will attend awards shows, global red-carpet events, and master classes. They will also get to preview products before their market launches.
Rachel Strugatz, "L’Oréal Inks 15 Bloggers, Forms L’Oréal League", Women’s Wear Daily, June 27, 2016, © Fairchild Publishing, LLC, a subsidiary of Penske Business Media, LLC.
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RB Partners With HookLogic To Expand Mobile E-Commerce Operations

June 24, 2016: 12:00 AM EST
Reckitt Benckiser partnered with e-commerce technology firm HookLogic to help expand the consumer goods company's mobile e-commerce capabilities. HookLogic lets brands place search, display, and product listing ads directly on e-commerce websites and in apps using a network of retailers that includes Sears, Costco, Walmart, and Target. In June 2016, HookLogic launched a tool for identifying sets of user actions. This attribution tool allows clients to measure results of their marketing across the network. Also, the company launched an e-commerce ad exchange designed to expand its programmatic ad serving capabilities. HookLogic also said it can help clients determine whether a keyword search brought an internet user who clicked on a product and whether the user ends up buying the item.
Allison Schiff , "CPG Giant Reckitt Benckiser Gets Serious About M-Commerce", AdExchanger, June 24, 2016, © AdExchanger.com
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Unilever Pledges Gender-Stereotype-Free Advertising

June 22, 2016: 12:00 AM EST
Unilever said it plans to stop using advertising that includes sexist stereotypes, after research by the company revealed only 2 percent of its advertisements depict intelligent women. With a yearly ad spend of €8 billion, the world’s second-largest advertiser will launch a global strategy designed to free its advertising from such stereotypes and remove obsolete gender portrayals. Results of the company’s research showed 40 percent of women respondents said they do not identify at all with the women featured in advertising.
Mark Sweney, "Unilever vows to drop sexist stereotypes from its ads", Guardian , June 22, 2016, © Guardian News and Media Limited
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Hindustan Unilever Tea Brand’s Transgender Pop Group Wins First Prize At Festival

June 21, 2016: 12:00 AM EST
An Indian transgender band created to advertise a Hindustan Unilever brand of tea won top honors at a creativity event in France. In January, the 100-year-old Brooke Bond Red Label tea brand partnered with Y-Films to launch the Brooke Bond Red Label 6 Pack Band, comprising six transgender Indians. The pop singing group won the top prize at the International Festival of Creativity in Cannes, calling for a warmer and more welcoming world for everyone, “irrespective of religion, economic background or gender.”
"Brooke Bond Red Label Wins Glass Lion Grand Prix at Cannes", News release, Hindustan Unilever, June 21, 2016, © Hindustan Unilever Limited
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L'Oreal Paris Launches Interactive Outdoor Campaign For L'Oreal Paris SUV Mist

June 20, 2016: 12:00 AM EST
L’Oreal Paris Singapore launched an interactive outdoor advertising featuring brand ambassador and local celebrity Rui En to promote the relaunch of the L’Oreal Paris UV Mist. Created in partnership with Mediacorp OOH Media, the “Have Fun in the Sun with Rui En” campaign includes a six-sheet outdoor panel at the bus stop in front of Midpoint Orchard. When the panel detects people nearby, the interactive poster is activated with Rui En appearing and promoting the product.
Vivienne Tay, "L’Oreal Paris Singapore employs star power", Marketing-Interactive.com, June 20, 2016, © Marketing-Interactive.com. Lighthouse Independent Media Pte Ltd.
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Head & Shoulders Enlists South Korean Singer Dara As Brand Ambassador

June 17, 2016: 12:00 AM EST
Procter & Gamble's Head & Shoulders haircare brand named singer Dara, a member of the South Korean girl group 2NE1, as brand ambassador in the region. As part of a campaign for the brand, Dara will visit Bangkok to promote the shampoo brand on June 24, 2016. Dara is famous for her unique hairstyles; however, she appears with a beautiful silky hair in her advertisement for the brand.
Mickey Jamias , "2NE1's Dara Is The Newest Head & Shoulders Girl", KpopStarz, June 17, 2016, © KpopStarz.com
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ANA Launches Campaign To End Media Bias Against Women

June 17, 2016: 12:00 AM EST
Seeking to eradicate bias against women from advertising and media, the Association of National Advertisers and its Alliance for Family Entertainment launched the #SeeHer campaign. Supported by the White House and monitored by consumer surveys, the campaign is a result of five months of negotiations with the White House and a two-day United State of Women Summit attended by more than 50 marketers. According to the ANA, it wants a 20 percent increase in the accurate portrayal of all girls and women in media by 2020.
Jack Neff, "ANA Moves to Eliminate Bias Against Women From Ads and Media", Advertising Age, June 17, 2016, © Crain Communications
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Olay Selects Jesinta Campbell As New Face Of Total Effects Line Of Skincare Products

June 16, 2016: 12:00 AM EST
Olay signed Australian fashion model Jesinta Campbell as brand ambassador for its Total Effects line of skincare products. Olay will launch a campaign featuring Campbell in July 2016. Campbell, a former Miss Universe Australia title holder, has undergone a style and image change in recent years.
"Jesinta Campbell is the new face of Olay", Sunday World, June 16, 2016, © Sunday World
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Scrubbing Bubbles Helps Comedian Marlon Wayans Clean Up His Stand-Up Performance

June 14, 2016: 12:00 AM EST
SC Johnson's household care brand Scrubbing Bubbles partnered with comedian Marlon Wayans to present a family-friendly stand-up performance. Known for his adult brand of comedy, Wayans performed in room filled with children and parents at the Gotham Comedy Club in New York City. Wayans said he found inspiration for the kid-friendly jokes from his life as one of 10 children in his family.
"Marlon Wayans Partners with Scrubbing Bubbles® for a Squeaky Clean Comedy Routine", SC Johnson, June 14, 2016, © S. C. Johnson & Son, Inc.
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Dove Joins Forces With Conde Nast And Grace Coddington For #LoveYourHair Campaign

June 14, 2016: 12:00 AM EST
Dove partnered with publishing company Conde Nast and Grace Coddington to continue its #LoveYourHair campaign. As part of the campaign, editorial content about the brand and its efforts to promote natural hair will be published in the July 2016 issues of Allure, Vogue, and Glamour magazines. According to the brand, the campaign is supported by a Dove Hair study showing 86 percent of women in the US believe that media and society place presure on women to have hair that looks a certain way.
Ellen Thomas , "Dove Partners With Condé Nast on #LoveYourHair Campaign", Women's Wear Daily, June 14, 2016, © Fairchild Fashion Media
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Head & Shoulders Recruits Olympic Gold Medalist Diver As Brand Ambassador

June 13, 2016: 12:00 AM EST
Procter & Gamble's Head & Shoulders brand of haircare products has enlisted Olympic Gold Medalist diver David Boudia as brand ambassador. Boudia appears in the brand's latest advertisement, which highlights things that Olympic athletes carry on their shoulders on the journey to the 2016 Summer Games in Brazil. According to the brand, its shampoo will help ensure these athletes are free from dandruff.
"David Boudia’s Shoulders Are Made for Greatness, Not Dandruff", Procter & Gamble, June 13, 2016, © Procter & Gamble
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L'Oreal Professionnel Launches 2016 La Nuit De La Coiffure Event In Paris

June 11, 2016: 12:00 AM EST
L'Oreal Professionnel launched the 2016 edition of its La Nuit de la Coiffure event in Paris by creating what the company claims to be the largest hair salon in France. Featuring 100 hairdressers, the event offered free, 20-minute styling sessions to more than 1,000 women who signed up online. Participants could use the L'Oreal Professionnel application Style My Hair to have a virtual preview of what their best hairstyle could be.
Jennifer Weil , "L’Oréal Holds Third Edition of La Nuit de la Coiffure", Women's Wear Daily, June 11, 2016, © Fairchild Fashion Media
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GlaxoSmithKline Joins List Of Advertisers On IBM's Watson Ads High-Tech Advertising Platform

June 10, 2016: 12:00 AM EST
GlaxoSmithKline's consumer health business agreed to use IBM's Watson supercomputer in advertising. As part of the program, GSK joins Campbell Soup Company and Unilever in using the Watson Ads platform, which allows consumers to interact with the supercomputer. IBM's The Weather Company unit has applied cognition technology to advertising through the Watson Ads platform. According to the company, consumers will be able to ask Watson questions via voice or text and gain access to relevant information about a product or service. Information provided by Watson will help consumers make empowered decisions about their healthcare in real time, the company said.
Dominic Tyer, "GSK signs up for the 'dawn of cognitive advertising'", PM Live, June 10, 2016, © PMGroup Worldwide Ltd
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Sephora Partners With Website MadameNoire To Launch Digital Campaign Aimed At Women With Curly Hair

June 9, 2016: 12:00 AM EST
Beauty retailer Sephora partnered with African-American lifestyle site MadameNoire to launch “Curls Run the World,” a digital video series featuring four leading natural hair promoters. Highlighting conversations focused on black women proud of their curly hair, the episodes will feature New York hairstylist Monica Stevens, natural hair and fashion blogger Yolanda Renee, TLC lead singer and fitness guru Rozonda Thomas, and poet Aja Monet. Also, the series will highlight Sephora's top product choices for each natural hair texture.
"Beauty Brand, Sephora, Partners with MadameNoire on ‘Curls Run The World’ Natural Hair Product Campaign", PRWeb, June 09, 2016, © Vocus PRW Holdings, LLC.
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Beauty Brands Need To Show They Understand Male Consumers To Grow US Men's Grooming Market

June 9, 2016: 12:00 AM EST
Beauty and personal care brands need to position themselves as brands that understand the needs of men in order to grow the market for male grooming products in the US. This need is more urgent for brands previously known only for their female beauty and personal care products. In order to more effectively position themselves, these brands need to employ clear messaging and concise, skillfully designed packaging that is easy for men to understand. Also, growth potential is enhanced by the aging of generation X men, who witnessed the metro-sexual movement, and generation Y men, who prefer the authentic, personalized feeling offered by “craft” beauty products.
Elle Morris, "Male Grooming in the United States: What Brands Need To Tell Men", Beauty Packaging, June 09, 2016, © Rodman Media
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Procter & Gamble Enlists Actor Ty Burrell For Parody TV Ads For Gain Laundry Detergent Brand

June 9, 2016: 12:00 AM EST
Procter & Gamble Co. introduced several new TV advertisements that make fun of other TV commercials. Featuring TV actor Ty Burrell, the ads at first glance seem like cologne commercials but are actually created to promote the company's Gain brand of laundry detergents. Created by Leo Burnett Toronto, the Burrell ads will be included in all of P&G's marketing platforms.
Barrett J. Brunsman, "P&G’s new commercials spoof other ads with over-the-top performances by Phil from ‘Modern Family’", bizjournals.com, June 09, 2016, © American City Business Journals
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Fresh Step Joins Actress Hannah Simone To Celebrate Adopt A Shelter Cat Month

June 8, 2016: 12:00 AM EST
Clorox Company's Fresh Step with the power of Febreze home odor control brand partnered with actress Hannah Simone to celebrate 2016 Adopt a Shelter Cat Month. Part of the brand's Million Meow Mission campaign, the initiative highlighted Simone's visit at Amanda Foundation in Beverly Hills to congratulate people who adopted cats from the animal shelter. Also part of the celebration is Fresh Step's launch of its new Paw Points Reward app, which lets consumers donate to their local animal shelter.
"Hannah Simone And Fresh Step® With The Power Of Febreze™ Surprise New Cat Parents In Celebration Of Adopt A Shelter Cat Month", Clorox, June 08, 2016, © The Clorox Company
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L'Oreal Opens Pop-Up Styling Station At Westfield London

June 8, 2016: 12:00 AM EST
L'Oreal Paris partnered with agency Rare Breed to create a pop-up styling station at Westfield London. Part of the brand's “Who do you want to be today?” campaign, the salon offered free styling sessions using Studio Pro products from April 4 to 10, 2016. Participants were invited to have their post-do photos taken in a branded photo booth and share them on social media. According to the brand, about 1,000 consumers availed of the free services, boosting sales at the Boots store in Westfield by 300 percent in the process.
Georgi Gyton, "Eventographic: L'Oreal Paris' - Styling station", Event Magazine, June 08, 2016, © Haymarket Media Group Ltd.
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Lidl Names 360i Agency To Manage Social Media Marketing

June 7, 2016: 12:00 AM EST
Discount retailer Lidl awarded its social media marketing account to 360i. As part of the account requirements, 360i has to help the retailer increase its share of online mentions and implementing its “Surprisingly Different” campaign.
Jennifer Faull, "Lidl taps 360i for social media business", The Drum, June 07, 2016, © Carnyx Group Ltd
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Pantene Joins Singer Jillian Hervey To Launch Campaign Aimed At Women With Curly Hair

June 7, 2016: 12:00 AM EST
Procter & Gamble's Pantene haircare brand partnered with singer Jillian Hervey to launch a summer campaign highlighting curly hair. Hervey and Pantene will help women fight frizz by strengthening their curls. According to the brand, the Pantene Pro-V haircare system can make curly hair strong enough to resist frizz and survive summer activities, such as going to the beach, an outdoor concert, or the hot and humid subway.
"Pantene Puts Curls on Display with New Campaign", Procter & Gamble, June 07, 2016, © Procter & Gamble
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Facebook Urges Beauty Brands To Go Mobile

June 6, 2016: 12:00 AM EST
Social networking site Facebook told beauty marketers that commerce is moving to the mobile platform. Launched at the company’s first beauty summit, held in Los Angeles’ Hotel Bel-Air, Facebook IQ’s report “Beauty Beyond: The Thumb is in Charge” showed three in 10 beauty and personal care purchases by consumers 18 years old and above happened on mobile from September to December 2015. Data from the report revealed millennials, mothers, and multicultural customers accounted for 81 percent of beauty purchases during the last holiday shopping season. Also, the report forecast that in 5–10 years, all consumers will be using mobile for their purchases.
Rachel Brown, "Facebook to Beauty Marketers: The Moment for Mobile Is Now", Women’s Wear Daily, June 06, 2016, © Fairchild Publishing, LLC, a subsidiary of Penske Business Media, LLC
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Heightened Environmental, Moral Awareness Leads To “Breakthrough Marketing”

June 5, 2016: 12:00 AM EST
The food industry and its marketing/packaging units are taking serious notice of the raised health- and eco-consciousness of consumers. What has emerged from this attention is “unexpected, breakthrough marketing” that features, among other tactics, “origin stories” that may be tongue-in-cheek but still appeal to a desire for “authenticity” in edibles. Companies know that consumers are politically, morally and environmentally aware, so cage-free, grass-fed, fair trade, non-GMO, sustainably raised, locally grown, heirloom, and ancient are now important buzzwords in food marketing. Another facet of raised awareness is concern about food waste. So retail grocery chains tout donations to shelters and food kitchens, and celebrity chefs describe their stepped up activism. Chef Mario Batali recently published an e-book titled “Ugly Food: A Collection for Earth Day,” that urges home cooks and industry pros to embrace "cosmetically challenged produce" that usually ends up in landfills.
T. L. Stanley, "8 Food Marketing Trends You Need to Know About Right Now From culinary catwalks to whimsical wrappers", Adweek, June 05, 2016, © Adweek
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CPG Companies' Ad Spending To Come Close To $6 Billion In 2016, Forecast Says

May 31, 2016: 12:00 AM EST
Consumer packaged goods and consumer products companies in the US will spend $5.97 billion on digital advertising in 2016, an increase of 18.2 percent compared with 2015, according to eMarketer. Data from the report “The US CPG and Consumer Products Industry 2016: Digital Ad Spending Forecast and Trends” revealed the segment will account for 8.7 percent of total digital advertising spending in the country for the year. Although this industry is among the largest advertisers in the country, it pales in comparison with other industries when it comes to digital advertising spending.
"CPG Advertisers to Spend Nearly $6 Billion on Digital Advertising This Year", eMarketer, May 31, 2016, © eMarketer Inc.
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New “Gig Economy” Has Pluses And Minuses For Workers, Businesses

May 28, 2016: 12:00 AM EST
Euromonitor defines the “gig economy” – one of eight trends that together create the “New Consumerism” – as a work environment comprising short-term contracts, freelance and entrepreneurship. The gig economy is on the rise because it benefits employers and workers, delivering flexibility and efficiency. But the freedom it gives workers is offset by a lack of job and income security. In the emerging gig economy, businesses can save resources like office space and operation costs like benefits for permanent employees and training. They can also contract experts for specific projects rather than hire high-priced permanent staff. The downside is a less stable, less controllable workforce. Euromonitor says that could in turn undermine productivity and efficiency.
Lan Ha, "The New Consumerism: The Rise of the Gig Economy", Blog, Euromonitor International, May 28, 2016, © Euromonitor International
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Lynx Launches Cologne Lineup In Australia

May 27, 2016: 12:00 AM EST
Unilever's Lynx brand of deodorant released a collection of colognes in Australia. Priced at $9.99, the cologne comes in three scents: cacao and amber, oud wood and dark vanilla, and iced musk and ginger. In promoting the cologne lineup, the brand departed from its “Lynx effect” approach to marketing. Instead of urging men to “spray more, get more,” the new tagline is “Find your magic.” American albino model Shaun Ross, the brand's new ambassador in Australia, stars as a self-assured and confident man in the latest TV commercial. Lynx's move to change its marketing tone was prompted by the PR drubbing it has received due to its old “get laid”-themed advertising. Although it has retained its market leadership in Australia's $201.3 million men's deodorant market, its share has dropped from 34.8 percent in 2010 to 14.7 percent in 2015.
Rebecca Sullivan, "Lynx deodorant is repositioning its brand with launch range of $9.99 fragrances", News, May 27, 2016, © News Limited
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Pond's Rejuveness Partners With Actress Jordana Brewster To Encourage Women To Go Beyond Their Age Limits

May 25, 2016: 12:00 AM EST
Society has put in place arbitrary age limits on what women can do, according to almost seven out of 10 of the 1,000 women surveyed by skincare brand Pond's. Nevertheless, 92 percent of women believe a woman can be too old or too young for certain activities, ranging from dating online to starting a family and changing careers. This inspired Pond's to partner with actress Jordana Brewster to launch the #AntiAgeLimits campaign for the company's Rejuveness line of moisturizers.
"Too Young? Too Old? POND'S® Rejuveness and Actress Jordana Brewster Inspire Women to Go Beyond Age Limits to Become Their Best Selves", PR Newswire, May 25, 2016, © PR Newswire Association LLC
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Carrefour Partners With LiveRamp To Create Targeted Online Campaigns In France

May 25, 2016: 12:00 AM EST
Carrefour partnered with LiveRamp to bring its offline customer loyalty data to create targeted and brand-specific marketing campaigns in France. With 85 percent of total transactions in the local market coming through customers using their loyalty cards, reaching loyalty card members can greatly help any campaign. For example, using the loyalty data processed by LiveRamp for online targeting, Carrefour launched a campaign with targeted advertisements on Facebook for a popular rum brand for customers who had bought liquor at its stores.
Kate Kaye, "Carrefour France Deploys its Shopper Loyalty Data to Target Cuba Libre Ads Online", Advertising Age, May 25, 2016, © Crain Communications
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Online Retailers Need To Ensure Customers Have The Best Post-Purchase Experience

May 24, 2016: 12:00 AM EST
Online retailers need to focus on the post-purchase experience in order to retain customers. For example, beauty retailer Sephora's success is driven by its sustained efforts to connect a shopper's experience throughout the whole customer process across digital, mobile, and brick-and-mortar stores channels. Also, Sephora provides customers with branded delivery tracking page and updates on product recommendations, deals, and editorial content. There are four ways retailers can provide customers with the best post-purchase experience: continuing the conversation; providing shoppers with relevant, personalized information; turning a bad customer experience into an amazing experience; and creating an organizational environment that helps enhance a post-purchase experience.
Amit Sharma , "Online Retailers Should Care More About the Post-Purchase Experience", Harvard Business Review, May 24, 2016, © Harvard Business School Publishing
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Clorox Relaunches Matchmaker Game In Time For 2016 Season Of The Bachelorette

May 23, 2016: 12:00 AM EST
Clorox is relaunching Clorox Matchmaker, the company's Bachelorette-themed mobile matchmaking game as part of the entertainment application Viggle. After watching an advertisement, Viggle app users can view the lineup of men participating in the 2016 season of “The Bachelorette” TV dating game. Fans of the TV show can earn 1,000 Perk points by correctly guessing which men will join the hometown dates portion of the dating game. Also, Viggle users can cast their weekly votes for their favorite contestants.
Alex Samuely, "Clorox brings back second-screen engagement for Bachelorette mobile matchmaking game", Mobile Marketer, May 23, 2016, © Napean LLC
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P&G's Tide And Downy Laundry Care Brands Join Hands With Flywheel Sports To Welcome Summer

May 23, 2016: 12:00 AM EST
Procter & Gamble partnered with indoor cycling facility Flywheel Sports to launch the Tide + Downy Odor Defense Collection laundry care products. As part of the promotion, Flywheel Sports locations across the US will offer free riding classes sponsored by Tide and Downy. According to P&G, Tide + Downy Odor Defense Collection products, with Febreze cleaning power, are designed to remove dirt and odors from riding clothes and gear.
"Tide® and Downy® Ride into Summer with Flywheel Sports", Procter & Gamble, May 23, 2016, © Procter & Gamble
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My Black Is Beautiful Partners With Hairstylist Felicia Leathewood To Promote Natural Hairstyling

May 23, 2016: 12:00 AM EST
Procter & Gamble’s My Black is Beautiful community-building initiative partnered with celebrity natural hairstylist Felicia Leatherwood to launch the #hairtruth social media campaign. Uniting the company’s haircare brands, Pantene, Head & Shoulders, Herbal Essences, and Aussie, the campaign aims to promote the idea that “healthy hair is the truth.” Also, the campaign includes a series of online how-to videos that offer tips on hair maintenance and styling for African-American women.
"Healthy Hair is the Truth! My Black is Beautiful Partners with Felicia Leatherwood to Launch #hairtruth Campaign", Procter & Gamble, May 23, 2016, © Procter & Gamble
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Elizabeth Arden Launches Multi-Platform Digital Campaign

May 19, 2016: 12:00 AM EST
Prestige beauty brand Elizabeth Arden launched “From the Desk of Liz Arden,” a multi-platform digital marketing campaign. Designed to pay homage to the entrepreneurial and inspirational voice of the brand's founder, the campaign will feature celebrities, including Chelsea Handler, Iris Apfel, and Mia Moretti. Also, the campaign will use a lineup of social media influencers to represent individuality and celebrate women who create their own path to success.
"Elizabeth Arden Introduces New Signature Digital Campaign", PR Newswire, May 19, 2016, © PR Newswire Association LLC
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Dove Launches Love Story Film That Also Sells Deodorants

May 18, 2016: 12:00 AM EST
Unilever's deodorant brand Dove launched a film advertisement that features a character named Louisa and her love story. Created by advertising agency Ogilvy & Mather and directed by O Positive's Peyton Wilson, the film tells the story of Louisa and how she met her crush.
Ann-Christine Diaz, "This Unbelievable Love Story Is a Deodorant Ad", Creativity Online, May 18, 2016, © Crain Communications
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Rexona Launches Interactive Marketing Campaign; Joins Electric Run 2016 In Malaysia

May 17, 2016: 12:00 AM EST
Unilever’s Rexona deodorant brand partnered with Mindshare LIFE+ to launch an interactive marketing campaign during the Electric Run 2016 event in Malaysia. With Rexona as the event’s official Freshmoves partner, the event saw participants wearing wearable devices and ambient motion sensors. Every Freshmove made by the participants helped raise RM 100,000 for disability charities in the country.
"Rexona uses wearables in latest campaign", Marketing-Interactive, May 17, 2016, © Marketing-Interactive.com
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