Global integrated agency Impero has researched how challenger brands can redefine beauty advertising for younger consumers. Its Head of Strategy Charlotte Willcocks shared her insights.
Standing out in an increasingly competitive cosmetics market is often achieved with product claims, but brands and manufacturers must follow clear regulatory frameworks and closely monitor all digital activity - influencer content included.
Beauty inclusivity has soared into the spotlight in recent years and whilst many brands have changed advertising, upgraded product formulations and shifted social messaging, it remains a complex area to navigate, says a consumer analyst at GlobalData.
Personal care major Unilever is revamping its packaging and advertising to remove the descriptor ‘normal’ in a move aimed at fuelling inclusivity and positivity across its global portfolio to align better with consumer expectations.
TikTok has expanded its partnership with Shopify across Europe, giving beauty brands direct access to run and manage social media ad campaigns via the e-commerce platform – a move that will create buzz amongst a highly engaged and diverse mass of beauty...
Consumers have very limited cognitive capacity for paying attention and making decisions, but emotional advertising will innately grab their attention and can be powerful short- and long-term, says an expert.
L’Oréal had looked to break new ground with the use of its first model in a hijab in a major campaign, however the British beauty blogger has now stepped down after tweets from 2014 were described as ‘anti-Israel’.
Further to our series of special edition articles on the indie beauty segment, we caught up with Jamie Mills, research analyst with GlobalData, on the power of social and how indie brands are harnessing this best.
Compared to more traditional, larger beauty players - with some notable exceptions, including L’Oréal - indie beauty brands have generally been leading at the forefront of the industry when it comes to consumer engagement via digital.
The demand for products that reflect consumer diversity - in terms of background and identity - is on the rise, and leading to a new fusion of beauty and fashion.
Dove is stepping up its efforts in the body confidence arena once again, this time by asking brands and advertisers to sign up to its Body Image Pledge.
Following the success of her recently released makeup collection with beauty giant Estée Lauder, Victoria Beckham is reportedly looking to expand her presence in beauty, and move into skin care.
Unilever has committed to adopt a new approach to advertising across every one of its brands: an elimination of any gender stereotypes. The company has been speaking out about its success so far.
Global personal care player Procter & Gamble has voiced its dissatisfaction with the reach of targeted Facebook advertising, and has said it intends to redistribute its spending on the platform.
Unilever, global consumer goods giant, has announced a new global advertising strategy that will eliminate gender stereotypes from its marketing content.
L’Oréal’s chief digital officer Lubomira Rochet has spoken of the need to create branded experiences rather than traditional adverts when trying to beat the rise of ad blockers.
A Facebook advert for Body Wraps Berkshire has been told not to reappear again in its current form after the UK advertising watchdog said it lacked evidence that the beauty practice was responsible for the ‘slimming’ effect that it claimed.
Beauty giant L’Oreal has taken the brand vs. beauty blogger battle one step further, through the launch of its completely unbranded content-sharing platform.
The Advertising Standards Authority has called out Guthy Renker for misleading consumers over payment terms in a teleshopping advert for its skin blemish product.
The Shiseido makeup and skin care brand’s new products and advertising campaign are poised to meet the needs of consumers who are living better lives longer and are not so invested in anti-aging regimens.
Unilever has sold five of its ethnic hair care and men’s grooming brands to US-based Strength of Nature as it believes they will better realise their potential; but maintains that the market remains in its sights.
At the company’s worldwide Content Factory employees will create original digital assets to share brand stories, education and inspiration with consumers.
Procter & Gamble has been told to discontinue adverts for its Nicen’ Easy hair dye which feature the actress Christina Hendricks after complaints led the Advertising Standards Authority to deem that they ‘misleadingly exaggerated the capability of...
MAC Cosmetics’ UK operations saw complaints over advertising for its MAC VIVA glam range, featuring Miley Cyrus, dismissed after the ruling body stated they were not offensive.
As Unilever strives to become more engaged with beauty customers in Thailand, Vietnam and the Philippines, Irish mobile marketer 'Brandtone' has been entrusted with making that happen - via mobile data led campaigns.
Unilever has been awarded for 'continuously distinguishing themselves by inspiring innovative brand marketing' ahead of the Spikes Asia Festival of Creativity.
There used to be a time when celebrity endorsement was enough to sell a product but those days may be gone now as consumers would rather see an ambassador as a person who represents their age in make-up ads.
CocoWhite oil has been told to stop claiming its products whiten teeth after a watchdog in the UK says the company cannot provide sufficient evidence of this, meaning its adverts are misleading.
Research published in the Journal of Global Fashion Marketing illustrates what content comes across as deceptive, what claims are believable, and which sorts of ads consumers trust most.
Hindustan Unilever is shaking up its marketing approach by teaming up content creators like Facebook and Google in an effort to move away from traditional product placement.
The objectification of women and unrealistic images in advertising has long been a problem and serves to alienate people, but new research says that thin models in advertising may not attract or influence women to buy products.
A new survey by British research company Brand Footprint reveals that while Coca-Cola remains the most purchased brand in the world, there are also 13 personal care brands that make the top 50.
The latest advertising for Tom Ford’s Black Orchid perfume campaign featuring model Cara Delevingne has been deemed appropriate for display despite complaints that it was degrading and objectified women called for it to be banned.
Estée Lauder was powering ahead of its competitors with breakneck speed until recently, but an analyst’s note underlines the need to spend more on promotional activities to secure a return to growth.
L’Oreal USA has teamed up with a new mobile app that enables consumers to buy cosmetics by scanning them in stores or by scanning adverts with their smartphones.
L’Oréal Paris UK is dropping its ‘no good at maths’ tagline from its latest advertising after it received complaints from National Numeracy that the negative remark was damaging.
Colgate-Palmolive has been plunged into deep advertising water after deodorant rival Unilever complained to the Advertising Standards Authority that adverts for its new Sanex Bioresponse antiperspirants made misleading claims.
Instagram is a growing social media force and its photo-sharing appeal seems like a great fit for beauty brands as it is visual, connects with the consumer, takes advantage of the power of the hashtag, and lets people see behind the scenes of some of...
Launched last summer, Google+ hangouts has fast been gathering momentum as an online platform for showcasing beauty brands and their products; but how does it work and what’s the value? Cosmetics Design investigates.
A recent survey conducted by Paris-headquarted beauty giant L’Oreal has highlighted consumer demand is not currently being met in the area of products for pore size control.
Dove’s ‘Real Beauty Sketches’ marketing campaign has scooped the top prize at the Effie Awards, a national competition honoring efforts in branding and consumer-engagement.
![The boom in social media and video platforms like Instagram, Facebook and TikTok and work with influencers means cosmetic companies have much more to monitor around product claims [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/08/02/cosmetic-claims-regulations-and-substantiation-in-the-digital-age-of-instagram-tiktok-and-facebook/12701975-1-eng-GB/Cosmetic-claims-regulations-and-substantiation-in-the-digital-age-of-Instagram-TikTok-and-Facebook.jpg)
