Attracting A New
Audience for Beauty
Client : GBI International
Campaign: Men's Skin Centres
Skin care for men was a new target demographic for the beauty industry when GBI International started making its tracks. The rise of metrosexuals meant that more men took care of their appearance with earnestness.
With certain boundaries in Malaysia, Cogent had to be very clever about the tone, manner and style of our campaigns. Naughty with sex appeal was the chosen strategy that successfully spoke to a man's desires in aesthetics.
Men’s Skin Centres grew to be one of the leading brands in men’s skin care and body sculpting outlet in Malaysia and the Southeast Asia region.