Today, more than ever, the values of inclusivity and diversity need to be defended. And what could be more intimate than a fragrance to promote this wonderful cause, break free from clichés and celebrate love and all couples in all their shapes and forms? Especially as the very codes of the perfume industry communications today are still rooted in caricatural and sometimes archaic clichés, Mane, the leading European fragrance creator, needed to take on those codes and clichés to promote the values of inclusivity and tolerance as well as help customers organically pollinate and amplify the positive message of the brand.

To make its inclusivity message travel and be amplified organically, Mane has created For Them, a unique range of gender fluid fragrances that are made to be paired, and that blend when sprayed together, giving birth a to a new unique mixed fragrance. More than a perfume, For Them is a statement for inclusivity you can wear on your skin. And, of course, all the product elements were also designed to blend together: the logo, the packaging, the Nd-Fe-B magnet-powered bottles, the names (numbers) of the fragrances, and of course, the liquids themselves.

This is a universal message, aimed at mass market customers, and more precisely at couples. All couples, as love comes in all shapes and forms. The approach is using a product, to help customers pollinate and organically spread our inclusivity message by wearing it on their skin.

More than a perfume, For Them is a statement for inclusivity you can wear on your skin. All the product elements were designed to blend together: the logo, the soft-touch packaging, the Nd-Fe-B magnet-powered glass bottles, the fragrances names, and of course, the liquids themselves. The design was intentionally pure and universal, as the brand message. The “plus” shaped logo, referencing iconic contemporary art elements, is the quintessential expression of inclusivity. But even more than the magnet-powered bottles, the biggest design prowess was the creation of the 6 fragrances that can be sprayed together to create a new, unique fragrance for every couple. Launched in-store in the iconic Parisian LGBTQ+ neighborhood “Le Marais” and a selection of mixed neighborhood malls (ex: Italie 2, in Paris Chinatown), the initiative was supported by in-store and DOOH posters, an on-line film, and influencer social campaign (joined by celebrities like the French singer SHY’M).

51 influencers have supported the launch. Stars and pop culture icons like the singer SHY’M joined the movement. And with 25 million+ media impressions, Mane’s inclusivity message massively came through. The For Them range was sold out 2 weeks after launch and now the message is also in the hands of the people who proudly wear it. Everything is ready for the next step: the European launch in June 2024.