Oud (Agarwood) was once a rare, expensive ingredient used mostly by niche perfume houses. The release of M7 in 2002, caused a shift in the Western Perfumery, causing a an effervescent appreciation for this scent.
The market wasn’t ready for M7’s bold advertising. Under the tagline “The seventh sense,” the campaign, led by Tom Ford, broke norms with its provocative full-frontal nude male model, emphasizing raw masculinity and the fragrance's exotic intensity. While daring, it was too soon for such an approach. Despite the buzz, sales fell short, leading to M7's discontinuation, though it later gained cult status among fragrance enthusiasts.

Craving Authenticity and Depth
This audience values emotional intelligence and authenticity, which translates to fragrances that feel genuine, personal, and sophisticated.
They are likely to connect with campaigns that communicate depth—both in scent and messaging—rather than surface-level appeal.
Opportunity:
M7 tells the story of every wearer's unique journey.

Age: 25-50. This group focuses on self-expression, embracing confidence, and balancing masculinity with emotional depth. They are more experimental, open to breaking traditional masculine norms, and eager to make bold statements.
Gender: Cisgender Men, Trans Men, and Non-Binary Individuals who identify with or express masculinity regardless of sexual orientation.
Beliefs and Values: Emotional Intelligence, Self-Expression & Authenticity, Masculine Reinvention

Mcdonald's

De Beers Jewellers