Understanding the male consumer

P&G Prestige, owners of the biggest skin-care brand in the world Olay, were looking at strategic ways to penetrate the premium male skin-care category. Led by the insight that men don’t like caps on packaging. We responded with a cap-less functional product. It reflects the brand's aesthetic sensibility and needs to provide functionality at its best.

Led by the insight that men don’t like caps on packaging. We responded with a cap-less functional product. It reflects the brand's aesthetic sensibility and needs to provide functionality at its best. The outcome is a product that seamlessly marries masculinity, style and function - in turn fits the luxury of Hugo Boss.