For business, this positioning wasn’t bad. Sprays were still selling, but the brand was on a standstill and was only really talking to teens. What about young adults?

Why wasn’t the “guy gets girl” story so appealing anymore? The truth is that masculinity as a concept was changing. What seemed to be a sexy story for a 13-year-old was not so great at 23. The fear of talking to girls was no longer their biggest dread, and relationships had also taken new formats. So, if you’re the biggest male grooming brand in the world, you have to offer guys an image of masculinity that they want to borrow from. And what image was that? That’s what we set out to find out.