To achieve this the client needed to understand the drivers
of fragrance appeal with this audience more deeply, so they partnered with
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.
We discovered that fragrance preferences among younger
Japanese males were much polarized. However, we identified four clearly distinct and targeted groups of
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