Toiletries/Cosmetics :: Cream – The Innovation Exchange

Cream is a new online service for media and marketing professionals that indexes and analyses best practice examples of brand communications from around the world. Only Cream offers inspiration and insight through daily news, analysis, monthly reports and over 3,000 case studies of leading marcomms innovation.

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                      What’s Hot
                      Rebranding: Easier if you just hold hands07/10/2010 OPINION - John Wynne on evolutionary, revolutionary and potentially disastrous rebranding exercises. More
Shopping: Here comes the science bit08/09/2010 TECHNOLOGY - Cream looks at the tools available to model shopping habits, and investigates the technology in the underrated world of brand activations More
Content Vs context in the pre-Christmas fragrance wars07/09/2010 REVIEW - As the big fragrance brands unveil their campaigns for their big Christmas scents, Cream compares the effectiveness of two offerings from Dior and Chanel. More
The Cream 10016/04/2010 A full list of Cream's 100 most innovative companies, as featured in our book "No Apples: 100 Other Top Innovators" More
Estée Lauder creates division to drive marketing excellence26/02/2010 NEW YORK - Estée Lauder Companies has created a new Corporate Marketing Centre of Excellence to drive marketing excellence across the organisation More
Burger King apes Axe10/12/2009 UK - Burger King is launching a campaign in the UK that invites young men to watch and interact with a bikini-clad girl as she takes her daily shower. More
Durex unveils plan to create global online community08/12/2009 GLOBAL - Sex brand Durex, part of SSL International, has unveiled plans to create a global online community for people to share their sexual experiences and celebrate healthy sex lives. More

                    
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                      Latest Case Studies
                      Mr PimpaAxe
Brazil
2009
Axe creates a cocky anti-spokesman to launch a new fragrance.

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Football loving zombiesRexona
Uruguay
2010
Rexona stays with football fans through thick and thin

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ID photo makeoverKoleston
Brazil
2010
Koleston rescues Brazilian women from ID card photo embarrassment.

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Hot wake up call for cooling gelNeutrogena
China
2009
Neutrogena gives Hong Kong's men a wake-up call from superstar Elanne Kwong, to promote its new Cooling Cleansing Gel.

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Be unstoppableCompeed
UK
2010
Plaster brand targets key events and sore foot hot-spots, to keep spectators comfortable on their feet.

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Scented banner adKaiak
Brazil
2010
Fragrance brand bridges the online-offline gap

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Greatest athleteRexona
Australia
2009
Rexona cements its relationship with sport with a piece of branded content that centred around finding Australia’s greatest athlete

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Friends foreverRexona
Bulgaria
2009
Rexona turns film producer and casts consumers in leading roles.

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Did you know?Oral B
Israel
2009
Oral B targets consumers with an anti-bacterial message in “anti-contextual” point-of-sale locations

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Women against lazy shavingGillette
India
2009
Gillette rallies Indian women to its clean-shaven cause in a bid to promote its razors to men.

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Right Brain, Left Brain BlogA dream team of industry pioneers from around the world share their expert opinion
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Why agencies aren't winning the gaming gameThe meteoric rise in the last 12 months of casual games such as Angry Birds and Farmville has put brands (and their creative agencies) on alert as they consider what gaming means for their own customer outreach and engagement programmes....
Mark St Andrew
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Is that an exhaust in your pocket officer? (some OOH innuendo)When working with a large piece of artwork, it is important to occasionally stop, stand back and check your work from a suitable distance. When working up close you can very easily miss things, as demonstrated by this unfortunate ad...
Mark St Andrew
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Bernie Ecclestone: Turning mugging into mediaBernie Ecclestone belongs to that shadowy area of celebrity where people are famous for occupying a high profile position, even though paradoxically a lot of people don't know who they are. Most people in the UK would be able to...
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How To...Cream guides that help you navigate the changing communications landscape.
Festival of Latin mediaAs the Festival of Media gets under way, Cream selects 10 noteworthy case studies from the region.
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Toiletries/Cosmetics

What’s Hot

Rebranding: Easier if you just hold hands

Shopping: Here comes the science bit

Content Vs context in the pre-Christmas fragrance wars

The Cream 100

Estée Lauder creates division to drive marketing excellence

Burger King apes Axe

Durex unveils plan to create global online community

Latest Case Studies

Mr Pimpa

Football loving zombies

ID photo makeover

Hot wake up call for cooling gel

Be unstoppable

Scented banner ad

Greatest athlete

Friends forever

Did you know?

Women against lazy shaving

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Cream Shuffle

Right Brain, Left Brain Blog

Why agencies aren't winning the gaming game

Is that an exhaust in your pocket officer? (some OOH innuendo)

Bernie Ecclestone: Turning mugging into media

How To...

Festival of Latin media

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