Products and services focused on beauty.  Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.



It's Time to #AxThePinkTax

We grew sales at European Wax Center by 33% vs. year ago against the backdrop of a flat category typically driven by cost and convenience. We did this by connecting a core attribute of our beauty brand, confidence, to a cause we believe in: The Pink Tax, a premium charged by companies for the “female” versions of products. According to a study done by the City Of New York, this premium can be as high as 48% for some basic beauty products.

Brand: European Wax Center
Client: European Wax Center
Agency: Pereira O'Dell


Сompetition in the budget segment had become much tougher which could adversely affect the brand Maybelline that played in the “above average” price segment. Therefore, it was necessary in the shortest possible time to build a strong in sub-brand the budget-friendly segment. For this purpose, Maybelline chose the most affordable sub-brand in its portfolio, Fit Me, that was nevertheless 30% more expensive than the competitors. In its distinctive stirring musical manner Maybelline addressed the 'Generation Selfie ' with an idea of individual nature of beauty and skin tones, which instantly resonated with audience and helped strengthen the leadership of Maybelline.

Brand: Maybelline New York
Client: L'Oreal CJSC
Agency: McCann Moscow

Sounds crazy. But smells lit!

Brand: Axe
Client: Unilever Gulf
Agency: FP7 McCann Dubai

2019_mn_2019_018_hero_1 Olay WHIPS OLAY WHIPS #LIGHTASAIR
2019_mn_2019_019_hero_1 Maybelline Egypt Fit Me As I Am
2019_mn_2019_020_hero_1 TRESemmé Smooth Now Moves

Filter by:
+ Add More Filters

To browse winners in this category from previous years