Understanding the Indonesian masculine ideal in men's fragrance

  • Despite the brand’s high awareness and Indonesian guys enjoying its advertising, its penetration and share remained low. So our client wanted to understand how to connect more meaningfully with their audience, and stimulate growth

    We met and spoke to teenage guys to understand dating in their life and the role of fragrance, and had conversations with writers, film directors, and magazine editors to understand how masculine ideals are talked about and represented in culture

    Through our analysis, wee identified problem areas in the brand’s local articulation, and the causes of its disconnect with Indonesian guys. Our findings helped craft a new more culturally relevant way of expressing the brand’s values and personality through communications and the wider marketing mix.