OPENING AN INTERNAL CONVERSATION ABOUT NEW MASCULINITIES

Challenge

Define a new point of view for a men’s personal care brand, taking account of young people’s current concerns and changing masculinities.

Approach

We facilitated eight working sessions with marketing and insights teams and colleagues interested in the subject. We shared reading materials, advertising and cultural references to discuss relationships, attraction and diversity from young people’s perspectives.

Outcome

The process helped redefine the brand’s point of view and led to a dedicated internal forum for reflection and diversity within the company.