For Them

For couples, love comes in all shapes and forms – and so should their fragrance.

VML teamed up with Esthétique du Combat, a fragrance label that stands up for causes, and Mane, France’s leading fragrance designer, to create a unique range of committed perfumes for all couples that are made to be paired and blended when sprayed together.

Today, more than ever the values of inclusivity and diversity need to be defended. And what could be more intimate than a fragrance to promote this wonderful cause and break free from clichés and celebrate love in all its shapes and forms? Especially as the very codes of perfume industry communications today are still rooted in sometimes caricature and archaic cliché.

Mane, the leading European fragrance creator, wanted to take on those codes and clichés to promote values of inclusivity and tolerance as well as help customers organically pollinate and amplify the positive message of the brand

We wanted to spread a universal message of love and inclusivity aimed at mass market customers, and more precisely at couples, and help customers pollinate and organically spread our message by wearing "For Them" on their skin.

To make its inclusivity message travel and be amplified organically, Mane created "For Them" – a unique range of gender-fluid fragrances 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 statement of inclusivity you can wear on your skin. And, of course, all the product elements were designed to blend together – the logo, the packaging and bottles, the names and numbers of the fragrances, and the liquids themselves.

51 influencers supported the launch, with stars and pop culture icons like the singer Shy'm joining the movement. And with 25 million+ media impressions, Mane’s inclusivity message came through in a big way. The "For Them" range was sold out two weeks after launch and the message is being shared by the people who proudly wear it. Everything is ready for the next step – the European launch of "For Them" in June 2024.