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Brief Published: 17 May 2018

Marram Co: Mood-Enhancing Shaving Creams

Marram Co

British men’s grooming brand Marram Co focuses on scent and its influence on mood as the prime marketing message for its new shaving creams.

The eight shaving creams in Marram Co’s inaugural collection all use different notes to alter the user’s state of mind in different ways. For instance, Time Out is aimed at men looking to unwind. It claims to reduce stress while cleansing, detoxifying and brightening tired skin. The brand harnesses the sensory properties of essential oils, using ingredients such as basil, thyme and cardamom to enhance relaxation.

Essential oils are a growing market, forecast to reach $12.85bn globally by 2025 (Statistics MRC, 2017). We believe aromatherapy is a key area for brands to explore, as consumers look to improve their mood and mental state with scent. Another good example is American tween start-up Scent Republik, which uses vanilla and mandarin in its Fab! fragrance to boost feelings of empowerment.

With each of Marram Co’s shaving creams evoking a distinct olfactory experience, consumers are encouraged to experiment with the scents depending on their mood. For more on this idea, see The Rise of Fragrance Wardrobes and St Giles: Personality-Enhancing Perfume

With a tagline of “bringing pleasure to shaving”, the brand operates on a subscription basis. Each kit, containing a shaving cream of choice, is delivered every four, six or eight weeks, depending on how frequently the recipient shaves and uses up the product. For more on this concept, see Luxurifying Personal Hygiene.