Making a smart move in the men’s grooming world.
In the dynamic landscape of men’s grooming products, Fair and Handsome/Smart and Handsome embarked on a strategic journey to establish itself as a leader in the skincare industry.
MAKING A
SMART MOVE
IN THE MEN’S
GROOMING
WORLD
In the dynamic landscape of men’s grooming products, Fair and Handsome/Smart and Handsome embarked on a strategic journey to establish itself as a leader in the skincare industry.
Setting its sights on Myanmar, the brand wanted to fortress its position, aiming to become the go-to choice for men seeking effective and innovative grooming solutions. Simultaneously, it embraced the challenge of expanding its footprint in Malaysia, recognising the untapped potential within the market. With a forward-thinking approach, the brand sought to increase TTB opportunities in Singapore, fostering a strong presence and creating avenues for growth.
Through a combination of quality products and a targeted market approach, Fair and Handsome/Smart and Handsome aimed to leave an indelible mark on the regional men’s grooming landscape, solidifying its reputation as a trusted and preferred brand.
Our responsibility initially involved managing the communications for Myanmar, Singapore, and Malaysia.
INJECTING AHA IN THE IDEAS
The research shed light on human behaviour, societal norms, and cultural trends, specifically focusing on beauty in Korea, Japan, and China. It uncovered the various factors influencing perceptions and practices all around the world.
The discoveries shed light on the evolving paradigms within the beauty industry, unveiling the dynamic interplay between innovation, language, trends, feminine influence, and the imperative of appearance in the professional sphere.
Discovery 1:
Influence of innovation of Korea + Japan + China:
Our research illuminated the distinct impact of each country’s technological advancements, emphasising how these innovations have not only shaped but also redefined prevailing beauty ideals in their respective societies. This underscores the dynamic interplay between technology and cultural perceptions of beauty, providing valuable insights into the ever-evolving nature of societal norms across these East Asian nations.
Discovery 2:
Non-constrictive & non-conforming language of beauty:
We noticed a notable shift in beauty discourse. There is an emergence of language that is non-constrictive and non-conforming, challenging conventional norms. This shift contributes to a more inclusive and expansive understanding of beauty, suggesting a broader acceptance of diverse perspectives and rejecting rigid, traditional standards. The discovery points to a cultural evolution in which language plays a crucial role in reshaping perceptions and fostering a more inclusive beauty narrative that embraces diversity and individuality.
Discovery 3:
Beauty trends promoted by influencers and brands:
We found a symbiotic relationship between influencers and beauty brands in the digital realm. It highlighted that influencers play a pivotal role in setting and swiftly disseminating beauty trends, showcasing the dynamic impact of digital platforms on shaping the contemporary beauty landscape.
Discovery 4:
Feminine influence that triggered grooming habit:
We uncovered the significant influence of femininity on grooming habits, shedding light on the psychological and sociocultural factors that shape these practices. It provides valuable insights into the intricate relationship between feminine influences and grooming routines, emphasising a deeper understanding of the motivations behind such behaviours.
Discovery 5:
Appearance competition to defend job-market equity:
We came across the phenomenon of appearance competition in professional settings, revealing how individuals manage the delicate balance between personal presentation and the pursuit of equity in the job market. It uncovered the complex dynamics at play in contemporary workplaces, providing insights into the nuanced ways appearance factors into professional success and interpersonal dynamics.
In conclusion, the strategy sought to enhance and ignite the growing interest in self-grooming by developing relatable and compelling content focused on lookism. The goal was to connect with our audience, encouraging them to adopt grooming practices that reflect their unique styles. The overarching aim was to instil confidence and promote self-expression among the audience.
Following the successful delivery of our services, marked by high engagement rates on these platforms, we were entrusted with the additional mandate of overseeing the social media pages for the Middle East and Pakistan. This expansion reflected the confidence in our capabilities and the positive impact we had on the digital presence of the brand.
TAKING THE IDEA TO THE CONSUMERS
Visual language:
In visual communication, we centred our approach on the theme of lookism, showcasing achievers and strivers. We incorporated brand symbols that connect with our audience, and the bold messaging conveyed a narrative beyond aesthetics, emphasising self-expression and success.
The goal was to establish a visual language that mirrors current trends and solidifies our brand identity in the audience’s minds.
Packaging:
As a newcomer in these markets, Emami focused primarily on native citizens and served a relatively small South Asian population. Given the limited market size, it became essential to adopt a more appealing strategy to expand the market presence and stand out on the shelf. Following specific category codes were necessary. In aiming to capture the lion’s share of the market, Emami recognised the need for a larger and more robust visual identity.
Our goal was to elevate the packaging’s appeal and shelf impact, differentiate it from competitors, enhance benefit callouts, and reinforce brand equity. Recognising that consumers in our target group were primarily influenced by promises of function and category familiarity, our approach sought an intersection of art and science. We aimed for a packaging design that avoided dissonance, ensuring a powerful shelf statement for Fair and Handsome Facewash.
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