Supporting growth with sensory expertise: male fragrance


A major personal care manufacturer sought to grow one of their hero brands in Japan by targeting communication and product more overtly to younger males.


To achieve this the client needed to understand the drivers of fragrance appeal with this audience more deeply, so they partnered with MMR.

APPROACH

We recommended an initial round of quantitative testing across 15 proposed and current fragrances vs. competitive products. From this data we were able to create a Liking Segmentation™ that illuminated the market in a unique and meaningful way.

RESULTS

We discovered that fragrance preferences among younger Japanese males were much polarized. However, we identified four clearly distinct and targeted groups of consumers.

OUTCOME

Based on this insight, the client was able to configure a product portfolio that featured products targeted across the different fragrance segments.This portfolio included three new fragrances and the optimization of one existing product.

Working with MMR enabled the client to increase the reach of its range, and compete in each sector more effectively.

General learnings were also fed into the client’s global database of appeal drivers for deodorant fragrances, enhancing global understanding.