Attracting A New

Audience for Beauty

Client : GBI International

Campaign: Men's Skin Centres

The Challenge


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. 


Cogent's Strategy


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. 

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