BATEY CONSULTING CASE STUDY – Malbec
Redefining a masculine fragrance
Brazilian giant O Boticário is the largest cosmetic franchise in the world. Its leading male fragrance is called Malbec.
Malbec had a fragmented, underdeveloped image. Its product(ion) story was limited
in potential, and its brand story rooted in category-generic territory.
Qualitative research, archetypal and cultural mapping, and Mark Batey’s
IconBuilder® combined to identify fertile, unoccupied territory. The Brand Idea was
summarized in new the slogan “Deixe sua marca” (“Leave your mark”), still in use
to this day.
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.