BATEY CONSULTING CASE STUDY – Malbec

Redefining a masculine fragrance

Context: 

Brazilian giant O Boticário is the largest cosmetic franchise in the world. Its leading male fragrance is called Malbec.  

Problem:

Malbec had a fragmented, underdeveloped image. Its product(ion) story was limited
in potential, and its brand story rooted in category-generic territory.

Solution:

Qualitative research, archetypal and cultural mapping, and Mark Batey’s
IconBuilder® combined to identify fertile, unoccupied territory. The Brand Idea was
summarized in the new slogan “Deixe sua marca” (“Leave your mark”), still in use
to this day.

Results:

The new strategy guided a packaging refresh, promotions, in-store activity, and communications, led to a significant sales uplift, and saw Malbec compete more effectively with international fragrances.