How can we successfully launch a new gender-fluid fragrance?
CATEGORY: INSIGHT + STRATEGY
GEN Z AND FRAGRANCE
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.
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!
Our insights helped L'OrEal produce 3 key consumer segments and one untapped consumer group to inform the fragrance launch and activation.