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At 24X, we believe fragrance is never just the final step in your routine…Every collection is thoughtfully designed to transform everyday self-care…We don't believe in isolated products. We believe in complete experiences.Every fragrance tells a different story…When every layer complements the next…Because true self-care isn't just about looking good…Layer it. Feel it. Leave a Trace.

In a world that dictates women to be one identical version at all times, 24X emerges to break this rule. We live in an era where women's roles are diverse and their responsibilities varied; she is a student, a mother, an entrepreneur, and a friend. Each of these roles demands a different version of her, and every version deserves care and attention. 24X Philosophy : Caring for Every Aspect of Your Personality 24X's philosophy is based on a fundamental idea: self-care is not just a daily routine to achieve the "best version" of yourself, but a journey to celebrate every one of your multiple versions. We believe that modern women cannot be confined to a single mold; rather, they are a collection of versions that change and evolve with every situation and every feeling. In a market crowded with brands focusing on ingredients, fragrances, and functional benefits, 24X stands out as a brand that focuses on identity and emotions. We don't just offer body care products; we provide a comprehensive ecosystem that supports every part of your personality, at every stage of your day. Who Are You Today ? Instead of segmenting women by age or social class, 24X segments women based on their relationship with self-care. Because we understand that a university student, a founder, and a young mother may lead different lives, yet share the same motivations and rituals. Here are some of the versions we celebrate: Version Description Relationship with Self-Care The Stylist Cares about how she presents herself to the world, choosing different perfumes to match her mood. Self-care is a means of self-expression. The Resetter Sees self-care as a moment to pause and catch her breath after a long day. Self-care is a means of reconnection with oneself. The Explorer Always looking for what's new and innovative in the world of care. Self-care is a journey of discovery. The Multitasker Constantly juggling multiple roles, seeking products that fit her fast-paced life. Self-care is daily support. The SelfCode Why do we use safe deposit boxes or secret codes? To protect things we cannot afford to lose. Some store money, some store jewelry, but value doesn't always look the same. Sometimes value is feeling like yourself again, or a new beginning, or aspects of your personality that only appear when no one is watching. Women spend their lives cherishing things no one can see: energy, a feeling, a playful side, or a unique version of themselves. This means that the most valuable thing a woman owns is never just one thing; it's the things that make her... herself, all of her. What if each of these versions had its own safe deposit box? With a single code to unlock every part of who she is. This is the world of 24X, a world designed for every part of your identity, with products that fit every transition point and every need, allowing you to express every side of yourself.

Launching a new brand in a crowded market is a significant challenge, especially in the fiercely competitive body care sector. However, 24X does not aim to be just another brand; it seeks to build a community and philosophy that transcends products. To achieve this, 24X has developed a well-thought-out launch strategy consisting of three main phases, designed to build awareness, foster engagement, and present products as an integral part of the self-discovery journey. Launch Phases : Building Philosophy Before Presenting Products Phase One : The Core Before introducing any products, 24X focuses on presenting the belief upon which the brand is founded. This phase is a storytelling phase, designed to decode the meaning behind 24X and build curiosity around the idea that women are more than just one fixed version of themselves. Through a series of stories, clues, and conversations, the audience begins to discover the world behind the brand. Key objectives of this phase: •Introduce the philosophy behind 24X. •Build intrigue around the brand name. •Establish the emotional territory of the brand. •Lay the foundation for the concept and journey. Phase Two : The Connection After establishing the brand philosophy, the next step is to transform awareness into participation. This phase aims to enhance social interaction and build advocacy led by influencers and creators, expanding reach beyond early adopters. Key objectives of this phase: •Generate social engagement and influencer-led advocacy. •Expand reach beyond early adopters. •Create conversation around the brand's core belief. Phase Three : Find Yours Once the audience connects with the philosophy, products are introduced as tangible expressions of the brand promise. In this phase, the product ecosystem and its individual ranges are unveiled, linking them to different consumer needs, moods, and routines. Key objectives of this phase: •Introduce the product ecosystem and individual ranges. •Connect products to different consumer needs, moods, and routines. •Demonstrate product benefits and points of differentiation. •Encourage product discovery and trial. The SelfCode Campaign To bring this strategy to life, an creative campaign named "The SelfCode" was designed. The campaign draws inspiration from the idea of safe deposit boxes and secret codes we use to protect valuable things. But in the context of 24X, the "valuable things" are the multiple facets of a woman's personality, her emotions, energy, and dreams. The campaign asks: "What if each of these versions had its own safe deposit box? With a single code to unlock every part of who she is." This is the essence of 24X, a world designed for every part of your identity, with products that fit every transition point and every need, allowing you to express every side of yourself. Through this campaign, 24X seeks to imbue self-care with a deeper meaning, transforming it from a mere routine into a journey of self-discovery and celebration of the multifaceted self. "24X: Unlock All That's You." is not just a slogan; it is a promise to support every woman in her journey to care for every aspect of her unique personality.

24X understands that building a brand is not just about products, but also about creating a comprehensive experience that deeply engages with the audience. Therefore, 24X has designed innovative launch events as part of "The SelfCode" campaign, aiming to involve women in a journey of self-discovery and celebration of their multifaceted personalities. These events are not merely promotional activities; they are a living embodiment of the brand's philosophy that "self-care is about caring for every version of yourself.  Invitations and Presentations : A Key to Unlocking Your World The experience begins with PR invitations sent in a carefully designed package, which might be in the form of a safe box or a box with a lock and key. This package contains a selection of 24X products and an invitation stating that "this code unlocks every side of her, helping her to be truly herself." This invitation is not just a ticket to an event; it is a promise of a unique experience. Interactive Activities : Discover Your Version in Every Corner The event itself transforms into a safe space that celebrates the campaign's theme, with interactive activities designed to engage every woman, regardless of the version she chooses to present that day. Here are some of the prominent activities: Activity Description Objective of the Activity The Stylist Station Guests can create a personalized mood board using fashion, beauty elements, textures, colors, and inspirational visuals that reflect how they want to present themselves. To celebrate self-expression and provide a personalized keepsake. The Explorer – Hidden Locker Hunt Hidden codes are scattered throughout the venue at each activation station, leading guests on a discovery journey. The correct code unlocks a locker containing an exclusive clue or gift. To encourage exploration and interaction with the brand. The Memory Vault Guests write a note to their future selves or a version of themselves they wish to embrace. The note is placed inside the Memory Vault. To create a symbolic ritual of preserving intentions before unlocking them in the future. The Layering Bar An interactive fragrance and body care experience where guests discover how to layer body wash, body lotion, body splash, and hair mist to create their own signature routine. To help guests discover a self-care routine that suits their mood and personality. Safe Deposit Photobooth After unlocking the correct code, guests enter an immersive safe deposit booth inspired by the campaign world, featuring branded lockers, cinematic lighting, and interactive props. To bring their decoded side to life through personalized content. Who Are You Today? Wall An interactive installation where guests choose the side of themselves they resonate with most today by hanging their branded key beneath one of the featured personas. To collectively express every aspect of our personality. Multitasker Challenge Guests are given a code to unlock a safe filled with products. After opening, they must quickly memorize the code and products, then collect the correct products in 24 seconds. To test speed, memory, and the ability to juggle multiple tasks, just like a true multitasker. These events aim to reinforce 24X's message that every woman is a world unto herself, and every aspect of her deserves celebration and care. Through these immersive experiences, women not only discover new products but also new parts of themselves, celebrating their uniqueness.