In the UK, both the womenswear and menswear categories are thriving, reflecting evolving consumer preferences. The beauty market is also booming, achieving an impressive 8% year-on-year sales increase, particularly in skincare and cosmetics, driven by social commerce and the entrance of innovative brands such as Sephora. Viral trends, such as Maybelline’s Pink Concealer, have further fueled this success.

Highlighting brand performance, Nike remains the world’s most valuable apparel brand at $71.6bn, showcasing its enduring strength despite a slight decline. Zara has made a remarkable leap, increasing by 47% to $27.1bn, while other notable performers include Adidas, which rose by 35%, and Lululemon, up by 24%. In contrast, Shein encountered challenges, facing a 34% decline in brand value.

From humor and inclusivity to bold visuals and emotional storytelling, these standout campaigns have left a lasting impression. Here’s a deep dive into the most effective ads in the sector.

Sephora: ‘This is the Fun Part’ by RGA NY

In this spot, Sephora celebrates the everyday moments where beauty intersects with life. What makes the ad memorable is its emphasis on relatability. By showcasing a diverse range of individuals in natural, unpolished moments, the ad creates an inclusive narrative that resonates with a broad audience.

The brand’s meaningful presence in these moments ensures viewers feel a connection that goes beyond cosmetics, embracing beauty as part of life’s ordinary experiences.

Ecem Erdem, global thought leadership manager at Kantar says: “The brand’s meaningful presence in these moments ensures viewers feel a connection that goes beyond cosmetics, embracing beauty as part of life’s ordinary experiences.”

Timberland: ‘This is Not a Boot’ by Industry

Timberland’s daring approach with this ad showcases the brand’s confidence in its iconic product. Embracing surrealism, the spot features colorful boots falling from the sky alongside the statement: “This is not a boot; this is a canvas.”

By shifting the focus from functionality to creativity, the shoemaker portrays its product as a symbol of self-expression and versatility. The result is a bold and visually captivating campaign.

Maybelline: ‘Master Precise’ by Gotham

Maybelline’s short and snappy ad for its liquid liner is a dynamic blend of product demonstration and tutorial. Its fast-paced format keeps viewers engaged while providing helpful insights into how to use the eyeliner.

This practical approach not only makes the ad easy to digest but also helps consumers visualize how the product can fit into their own beauty routines. The combination of brevity, usefulness and style makes this ad highly effective at converting attention into action.

Polly Wyn Jones, global knowledge manager for creative and media at Kantar, says: “Ads for cosmetic brands tend to be more impactful when music is used. In terms of messaging, 47% use rational messages only, while 7% use emotional messages only.

“The recipe for success seems to be somewhere in the middle; cosmetic ads are more persuasive when the message is both emotional and rational and 39% of cosmetic ads do this. Vignette style ads work well for cosmetic brands in terms of both their impact and persuasiveness.”

Adidas: ‘SS23 Climacool KV’ by Hypemaker

Adidas has tapped into the power of visual dramatization in this striking outdoor campaign. The imagery of a green, bionic dragonfly under a sneaker brings the concepts of acceleration, aerodynamics and lightness to life.

By creating a sense of motion and performance, the ad successfully communicates the unique features of the product while evoking an emotional connection. Its artistic execution grabs attention and leaves a lasting impression, proving that dramatization can be just as effective in print as in video.

Meesho: ‘Sahi Quality Sahi Price’ by Moonshot

This ad cleverly blends celebrity appeal and humor to convey its message. Featuring Bollywood star Deepika Padukone, it humorously contrasts the luxurious description of clothing with the punchline, “No, I got it on Meesho.”

This twist reinforces the brand’s value proposition – offering quality products at affordable prices – while using humor to create a memorable and engaging narrative. The ad’s wit ensures it stays with viewers long after watching, driving a strong connection to the Meesho brand.