Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Brands put their spin on beauty’s packaging déjà vu

Brand: Fenty Skin

Campaign: Dew N Plump Fresh-Sliced Hydrogel Eye Patches

Source: https://www.marketing-interactive.com/brands-put-their-spin-on-beauty-s-packaging-deja-vu

Goal: Engage with consumers through humor over packaging similarities

Media: Social media

Summary: Fenty Skin, Glow Recipe, and Huda Beauty launched eye patches with strikingly similar packaging within days of each other, leading to a light-hearted conversation among the brands rather than a feud. Huda Beauty's founder mentioned that they were misled about the exclusivity of their packaging supplier, while marketers turned the overlap into trendjacking opportunities, prompting other brands like Burger King and Gillette to join the conversation with playful posts.

Ireland

Boots ads mark life’s ‘brutiful’ moments

Brand: Boots

Campaign: Give it Some Boots

Source: https://marketing.ie/boots-ads-mark-lifes-brutiful-moments/

Goal: Encouraging consumers to have confidence in navigating life's moments

Claim: Celebrate life's 'brutiful' moments

Media: cinema, digital OOH, social, in-store, online, TV

Summary: Boots has launched a new campaign called 'Give it Some Boots', which aims to encourage consumers to confidently experience life's beautiful and brutal moments with Boots' expertise. The campaign includes various media channels and features a series of films depicting different life stages and challenges, concluding with a dance sequence set to a classic song.

beauty confidence life moments wellness

Global

The beauty brand Mary Kay renews with the brand platform ‘Beauty Is More Beautiful Shared’ created by Grey

Brand: Mary Kay

Campaign: Beauty Is More Beautiful Shared

Source: https://brand-news.it/brand/persona/cura-persona/il-beauty-brand-mary-kay-si-rinnova-con-la-piattaforma-di-marca-beauty-is-more-beautiful-shared-ideata-da-grey/

Goal: Support long-term growth

Claim: Beauty Is More Beautiful Shared

Summary: The beauty brand Mary Kay has launched a new brand platform 'Beauty Is More Beautiful Shared', created by the agency Grey, as part of a renewed marketing strategy aimed at supporting long-term growth.

beauty brand platform marketing

Croatia

Kristen Bell is the new global face of L’Oréal Paris

Brand: L’Oréal Paris

Campaign: You’re Worth It

Source: https://www.media-marketing.com/vijesti/kristen-bell-je-novo-globalno-lice-loreal-parisa/

Goal: Empower women to define their own value and identity.

Claim: You're Worth It

Media: Video content and various communication channels

Summary: Kristen Bell has been announced as the new global ambassador for L'Oréal Paris, taking control of her narrative through a campaign that emphasizes personal identity and self-worth. The campaign highlights that value is inherent within women, rather than bestowed by the brand. Bell's journey with L'Oréal began in her childhood and will continue across various media platforms as she promotes a range of beauty products, starting with the 24H Midnight Cream.

beauty empowerment identity

Global

How Tracee Ellis Ross Built a Beauty Brand That Became a Cultural Movement

Brand: Pattern Beauty

Campaign: Pattern Lounge

Source: https://www.adweek.com/brand-marketing/how-tracee-ellis-ross-built-a-beauty-brand-that-became-a-cultural-movement/

Goal: Achieve mass awareness and cultural conversation

Claim: None

Media: Limited media budget, social media, cultural events

Summary: Tracee Ellis Ross's beauty brand, Pattern Beauty, successfully navigated the saturated beauty market by leveraging culture, comedy, and community insights, resulting in 50 million impressions and a 200% growth in customer site traffic. The campaign, developed in collaboration with agency ATTN:, creatively repositioned Ross in a participatory role, incorporating elements from the iconic sitcom Girlfriends.

beauty celebrity brand cultural movement growth

Bosnia and Herzegovina

The Dok region is resting, Sarajevo is living with full advertising lungs!

Brand: L’Oréal Paris

Campaign: Sarajevo Film Festival Participation

Source: https://www.media-marketing.com/tema-dana/dok-region-odmara-sarajevo-zivi-punim-advertising-plucima-6/

Goal: Inspire and encourage women to believe in themselves

Claim: Because I'm Worth It

Media: Social media, digital platforms

Summary: L'Oréal Paris demonstrated its commitment to beauty, glamour, and social values at the Sarajevo Film Festival, showcasing its mission to inspire women. The brand screened a documentary about Ilon Specht, whose iconic slogan became a feminist manifesto. Highlights included a glamorous gala evening and a beauty pavilion featuring makeup trends, all aimed at promoting self-confidence among women.

beauty film festival women empowerment

Greece

Dove Celebrates the Greek National Female Soccer Players and Their Stereotype-Free Beauty

Brand: Dove

Campaign: Celebrating Greek National Women’s Soccer Team and Stereotype-Free Beauty

Source: https://brand-news.it/brand/persona/cura-persona/dove-celebra-le-calciatrici-della-nazionale-greca-e-la-loro-bellezza-senza-stereotipi/

Goal: Promote beauty free from stereotypes and enhance girls' confidence

Claim: Redefine what beauty truly means

Media: Digital platforms and social media channels

Summary: Dove supports the Greek women's national soccer team with a campaign focused on stereotype-free beauty and girls' confidence. An ad by Ogilvy features real national team players expressing their commitment and passion through playful faces, accompanied by 'Oh, Pretty Woman', encouraging a redefinition of beauty. Inspired by a study indicating beauty standards affect girls' self-perception and sports participation, the campaign highlights that one in two girls would quit sports due to appearance concerns.

advertising beauty confidence women's sports

Czech Republic

Striped and Geislerová. L’Oréal Paris bets on local faces and stories

Brand: L’Oréal Paris

Campaign: Revitalift Laser and Men Expert

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-07/strakaty-a-geislerova-loreal-paris-sazi-na-lokalni-tvare-a-pribehy/

Goal: To connect the brand more closely with local consumers using local ambassadors

Claim: Aging can be done with elegance and confidence

Media: Television, digital platforms, print, public space

Summary: L’Oréal Paris has launched two new campaigns in the Czech Republic, Slovakia, and Hungary, created specifically for these markets using local ambassadors. The Revitalift Laser campaign aims to promote skincare for women over 40, emphasizing elegance in aging, represented by actresses Anna Geislerová and Ramóna Lékai-Kiss. The Men Expert campaign targets active men looking for quick and effective solutions for fatigue, featuring personalities like podcaster Čestmír Strakatý and Olympic champion Gergely Siklósi.

beauty local ambassadors male grooming skincare