In this project the design is the idea: from the packaging to the fragrances themselves, everything was designed to blend and mix to make a sensorial inclusivity statement. For Them fragrances have been created and crafted to be put in the hands of customers, provide a magnetic product experience, and make them want to pollinate our inclusivity message by wearing it on their skin.

A first batch of For Them fragrances was available for sale in the stores supporting the launch in March 2024, but the real commercial big scale European launch is programmed for June 2024 during the Pride month, in partnership with Sephora and a range of iconic local perfume stores.

More than ever, inclusivity needs to be defended. And at the same time, the way the perfume industry is communicating is still full of clichés, often offering an outdated vision of couples in general. That’s why Mane, the leading fragrance creator in Europe, had to lead the way and move the industry forward, by doing what Mane does best: product innovation. Presenting: a range of gender fluid fragrances that can mix together to make a statement, championing an inclusive and positive message.

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. A local French launch has taken place in the iconic Parisian “Le Marais” neighborhood in March, and a European launch will take place in June 2024 in partnership. With Sephora and a range of iconic local perfume stores.

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.

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.