Scoping & Vision 

Based on our client interaction, it was clear that the brand could not be positioned in the luxury space due to budgetary issues. However, we decided to move ahead with an “affordable luxury” space. After our first round of research, we discovered it was difficult to reach a male audience outside of body care categories. Our challenge was to develop a strategy that could appeal to a male audience in the luxury space along with converting a segment from the shaving and hair towards skin care. 

Before diving into marketing strategies, we wanted to clarify the brand voice and positioning. This was mainly to not work on assumptions and existing mental models between the team and client.