GENZ FRAGRANCE.jpg
L'Oréal_logo.svg copy.png

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

whitestar.png

Our  insights  helped  L'OrEal  produce  3  key consumer  segments  and  one  untapped consumer  group  to  inform  the  fragrance launch  and  activation.