Being a brand with genuine purpose is still an important way to forge a connection.
Supporting the celebration of differences, many health and beauty brands also go a stage further and make a point in their marketing campaigns of standing up for particular issues or under-represented sections of society. The sector these days is arguably more about reality and celebration of differences than it has ever been.
Bodyform in position 25, although operating in a challenging category due to changing needs, continued their commitment to challenge the period taboo with their blood normal campaign. The brand also expanded the range this year with the launch of their Pure Sensitive wipes and washes, offering a product benefit not commonly seen in this category.
The #Weeneedtotalk campaign was launched by Always, the seventh most chosen brand, in July 2019 to encourage a more open discussion about urinary incontinence featuring everyday stories from ordinary women. Always Discreet, which is created specifically for this need is driving growth for the brand and it is also available in the premium Always Discreet Boutique variant.
The fifth most chosen brand in this year’s health and beauty sector ranking is Lynx which has been a supporter of Pride for a number of years with its Lynx Unity body spray created for men or women. The brand launched a 250ml version of its products last year which performed well and they are also a popular choice to buy as a gift.
Gillette’s campaign The Best a Man Can Be launched in January 2019 and addressed the negative behaviour among some men. It divided opinion, but was a strong move for the brand in position 16. Showing it was about more than just advertising, the campaign is backed by a three-year commitment to make donations to organisations that help men achieve their personal best.
Operating in a challenging market due to regime change and the popularity of beards, Gillette successfully launched Skinguard last year. Designed to help men who suffer skin sensitivity the product achieved sales of over £10m in the first year and attracted 825,000 new shoppers. Skinguard was the third most successful launch of 2019 and ranked third in Kantar’s FMCG Innovation ranking.
Copyright: Gillette 2019
