CREATING A BEST-SELLING MEN’S GROOMING BRAND

Guy & Co work
Guy & Co work
Guy & Co work

Big challenge

How do you take a failing ‘Classic Male Grooming’ toiletry range and turn it round to become a businesses best-selling collection?


Great thinking

We threw out the fragrance, packaging, name and reinvented Scottish Fine Soaps’ men’s toiletry collection, focusing on craft-led creativity. We lead with an intriguing modern fragrance with a nod to Scottishness – Thistle & Black Pepper, packaged it in a vintage burnt orange design, then extended the range with on-trend grooming products like beard oils and muscle soaks.


The results

The collection is Scottish Fine Soaps’ most successful ever, helping to secure PR coverage in the likes of GQ and new listings for the brand. New fragrances and formats are now being introduced to refresh and extend the range.

You may also like

SMOKEHEAD WHISKY
SMOKEHEAD WHISKY
GLOBAL BRAND ACTIVATION
SMOKEHEAD WHISKY
SMOKEHEAD WHISKY
INNOVATION & PACKAGING
ACTIPH WATER
ACTIPH WATER
BRAND & UK ACTIVATION
SCOTTY BRAND
SCOTTY BRAND
'GOOD FOOD'S BEST FRIEND' CAMPAIGN