4. The Company
organic and natural wellbeing brand
harness a
community
of stakeholders sharing
the same interest in
beauty educa5on,
health and wellbeing
multi-brand
retailer
7. Topics and Themes
Grooming & Wellbeing
§ products & ac7vi7es: categories
of products/brands used;
wellbeing ac5vi5es (…)
§ prac7ces & educa7on: purchase;
consump5on; choice criteria;
giGing; informa5on gathering/
sharing (…)
§ meanings: hedonis5c VS
func5onal; masculine VS
feminine; social acceptance/
pressure
Natural & Organic
§ meanings: defini5ons;
associa5ons
§ products: experience;
opinions (trend, price
point, effec5veness)
(…)
§ educa7on: knowledge
acquisi5on & sharing
male
grooming
market
gender &
body
beauty &
wellbeing
industry
the
organic/
natural
trend
8. The Business Value for Organa
Nowadays, developing both knowledge and understanding of consumers is
crucial. Through this type of research, Organa can
§ “make sense” of men’s stances as experienced within their specific life
contexts
§ acquire a fine strategic lens through which to shape business opera5ons
(retail, marke5ng, communica5on)
§ become relevant to its public and carve its niche
11. Grooming: to the point
§ rou7ne
§ the basics
§ performance
A body wash should wash yeah?
§ “toilet paper” purchase paHern
(= whatever, wherever)
12. The cosmology of wellbeing:
an encompassing universe
= sleep, nutri5on, inner health, physical ac5vity, travelling,
work, rela5onships
It is in and out
State of comfort with yourself
To be able to deliver more, to be more efficient
**Track wellbeing (apps)
…and then you get graphs and everything…I love that stuff
2. Explore Wellbeing
(rich repository for content and engagement)
13. On the social stage
If you are […] a successful
sportsman it means you
are super compeAAve, it
means you are a fighter,
you have good moAvaAon,
probably it means you
have incredible discipline
You have goDa gain
respect
14. Physical activity & Nutrition
AEer physical acAvity I feel
woaaaa…I feel like rock ‘n’ roll!
so relaxing, switch off!
When I start work aEer one
hour of yoga I am like a
machine
Being able to do things that
you were not able to do before
Nutri5on, not ea5ng
(what, when, how)
A maRer of care
Home-made food
ARen5ve choice (quality
rather than price)
15. § Brands
§ Strict Requirements
§ Specific purchase habits
Aēsop (body care):
is the best […] I mean it’s incredible, you should
try it!
Protein shake (supplements, energe5c drinks):
Wyldsson: I love it, it’s amazing
It needs to be like I want it
Fitness-related products:
a different level of engagement
16. Organic & Natural: Mixed feelings
§ organic = ar7ficial, “branded”
§ price point; effec7veness (*shampoo)
§ scep7cism, mistrust, irony
§ food, not beauty
Naaa! Of course whatever you put on your skin is equivalent to eaAng it, but
no I wouldn’t buy it
24. organic and natural wellbeing brand
harness a
community
of stakeholders
sharing the same
interest in beauty
educa5on, health
and wellbeing
multi-brand retailer
25. organic and natural wellbeing brand
§ focus on wellbeing (** tracking app?)
§ place organic/natural under the wellbeing umbrella, with emphasis not
on the brand “organic” but on what this prac5cally entails (i.e. instead of
talking about “organic ingredients”, list what they are and how they are
grown/processed)
§ become reliable, authorita7ve, independent. Keep Organa’s commercial
objec5ves separated from its educa5onal mission, in order to guarantee a
certain level of independency
26. Multi-brand retailer
§ avoid the “department store effect”
§ provide benefits-based informa7on (= what is this for? How do I use it?
Which are the benefits?). This appeals to men’s cogni5ve-oriented purchase
paRern
§ provide visual informa7on (videos, tutorials, Instagram)
27. Community of stakeholders
§ create a “community of interests” linked to Organa (* use of the new Lads map)
§ leverage external networks for content crea7on (*PT, gyms, nutri5onists etc.)
§ comradesque tone of voice
