MANE & Esthétique du Combat: For Them

Shortlist Award

For Them

MANE & Esthétique du Combat

France

2025

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Entrant Company

VML Paris

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Fashion & Beauty

Category

Fashion & Beauty

BACKGROUND To celebrate love, instead of making an ad, Mane, the leading European fragrance creator, has decided to do what it does best: a perfume. For all the lovers, no matter their age, skin color, identity or sexual orientation. What could be more intimate than a fragrance to promote inclusivity and diversity? IDEA For Them is a unique range of gender fluid fragrances that are made to be paired and that blend when sprayed together, giving birth to a new unique mixed fragrance. More than a perfume, For Them is a unique statement each couple can wear on their skin. All the product elements were also designed to blend together: the logo, the packaging, the Nd-Fe-B magnet powered bottles that attract each other like lovers, the names (numbers) of the fragrances, and of course, the liquids themselves. EXECUTION Some of Mane's top inhouse perfumers worked together to create six unique unisex fragrances, each with its own distinctive personality: floral, amber, woody, fern, chypre, citrus. Using specific chemical combinations, the scents were designed for polarity, volatility and balance. Ensuring seamless blends across top notes, heart notes and base notes so that every fragrance can blend with one another. The For Them range was first launched in-store in the iconic Parisian LGBTQ+ neighborhood "Le Marais" and was supported by an organic influencer campaign with 51 influencers and joined even by celebrities like SHY'M (French pop icon). Since June 24, For them was launched in Europe (Poland, Italy) partnering with a range of iconic local perfume stores.

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Credits

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