Explaining why ‘Living Fearlessly’ matters to women for SCA

  • Hygiene and personal care company SCA asked us to understand the cultural forces behind, and nuances of, ‘being your best self each day’ in three very different, very distant markets: Colombia, Malaysia and Russia

    We identified universal truths inflected by local cultural tensions over women’s progress and the implications they had for SCA's creative strategy

  • I was very impressed by the work done by the Cultural Futures team. It proved to be very useful by giving more depth and scale to the research, and their work is helping us to sharpen our communication strategy, creative territories/ and consumer tensions

    Celine Jahn
    Global marketing & communication director feminine care, SCA