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How can we successfully launch a new gender-fluid fragrance?
CATEGORY: INSIGHT + STRATEGY
GEN Z AND FRAGRANCE
THE CHALLENGE
Gen-Z’s have a completely different relationship with gender than previous generations.
L'Oréal wanted to launch a new fragrance that would encompass the brand's heritage and align with a new era of self-expression beyond the traditional masculine associations.
OUR APPROACH
Built a Tribe of 12 Gen-Z Males, Non-binary and partners from diverse backgrounds to share their unique perspectives and lived experiences.
The stuff you can’t google!
THE RESULT
Our insights helped L'OrEal produce 3 key consumer segments and one untapped consumer group to inform the fragrance launch and activation.
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