Fjord: Redefining Masculinity and Sustainability in Skincare

The Fjord brand embodies the spirit of the rugged yet pristine landscapes of the North. Drawing its name and inspiration from the breathtaking Fjords of Saguenay in Quebec, the product reflects a harmonious blend of masculinity, nature, and refinement. As a cornerstone initiative of the Marchés Publics de Montréal (MPM), Fjord is more than just an aftershave line—it is a bold statement of values, identity, and innovation.

A Strategic Initiative by Marchés Publics de Montréal
MPM’s vision for Fjord goes beyond merely adding a new product to their lineup. The goal is twofold:

Attracting a New Demographic: Historically, public markets in Montreal have catered largely to families and older adults with their emphasis on fresh produce and artisanal goods. However, to sustain and expand their reach, MPM needed to appeal to a younger, dynamic demographic: men aged 20 to 65, a group often underrepresented in their customer base.

Cross-Selling Opportunities: Fjord serves as a gateway product. By drawing men in with a premium grooming product, MPM aims to introduce them to the diverse offerings of their markets, from local wines and craft beers to organic meats and fresh herbs.

Fjord is positioned as a lifestyle product that embodies the modern man’s values—strength, sustainability, and connection to nature.

The Product Line: A Celebration of Nature

The Fjord aftershave line is a tribute to Quebec’s natural bounty. Each scent is carefully chosen to reflect local ingredients, enhancing its connection to the land while aligning with MPM’s commitment to sustainability and locality.

Mint: Representing vitality and freshness, this scent is inspired by the crisp, invigorating sensation of mint leaves. Its lime-green packaging conveys energy while maintaining a subdued masculinity.

Sage: Known for its calming and earthy aroma, sage embodies wisdom and grounding. The silver-blue packaging evokes the cool, serene tones of Quebec’s boreal forests.

Cedarwood: A warm, woodsy scent that exudes resilience and strength, cedarwood is a nod to Quebec’s rich forestry heritage. Its deep brown packaging feels robust and timeless.

Each aftershave is crafted from high-quality, natural ingredients, free of parabens and synthetic fragrances, making it a conscientious choice for skin care. The formulations are designed to soothe and moisturize the skin after shaving, leaving a subtle, long-lasting scent.

Packaging: Sustainability Meets Sophistication

Fjord’s packaging is a masterpiece of form and function. The recyclable tin box is not only eco-friendly but also designed to elevate the user experience. Its sleek design fits comfortably in most bags, making it ideal for men on the go. Upon opening, the presentation of the product inside the tin box exudes a sense of luxury, reinforcing its value.

The darker, desaturated tones used in the packaging reflect a deliberate effort to appeal to men. These colors convey depth, maturity, and elegance, aligning perfectly with the idea of classic masculinity.

Marketing Tactics: Speaking to the Modern Man
The marketing strategy for Fjord leverages storytelling, authenticity, and a touch of nostalgia. Here are the key elements of the brand’s approach:

Connecting with Nature: Fjord’s branding taps into the modern man’s desire to reconnect with nature. Campaigns emphasize the local, natural ingredients and the rugged landscapes that inspired the product.
Classic Masculinity: Fjord redefines masculinity as a balance of strength and sensitivity. By celebrating traits like resilience, thoughtfulness, and respect for the environment, the brand appeals to men who value tradition but are forward-thinking.
Digital and Experiential Marketing: The brand employs a mix of digital storytelling—through Instagram campaigns showcasing Quebec’s landscapes—and in-person events at MPM. Pop-up shops allow customers to experience the product firsthand, pairing the scents with samples of local food and drink to emphasize the cross-selling goal.
Collaborations and Loyalty: Fjord partners with Quebec-based artisans and influencers to underscore its local roots. Customers who purchase Fjord products receive exclusive discounts on other MPM offerings, creating an incentive to explore the markets further.
A Positive Take on Masculinity
Fjord challenges outdated notions of masculinity, offering a vision that is both classic and contemporary. It celebrates the rugged individual who is in touch with his surroundings and himself. The brand’s messaging avoids clichés and instead embraces values like self-care, environmental stewardship, and community.

Through subtle cues in its packaging, scents, and marketing, Fjord tells a story of men who are confident yet humble, strong yet gentle, and rooted in tradition while embracing change.

MPM’s Broader Vision
By introducing Fjord, MPM demonstrates their ability to innovate within their market space. The brand aligns perfectly with MPM’s core values:

Sustainability: Every aspect of Fjord, from its natural ingredients to its recyclable packaging, underscores MPM’s commitment to reducing environmental impact.
Local Pride: Fjord’s use of Quebec-sourced ingredients highlights the region’s natural wealth and supports local farmers and producers.
Customer-Centric Design: By targeting a specific demographic with a thoughtfully designed product, MPM ensures Fjord resonates deeply with its intended audience.
MPM envisions Fjord as the first step in a larger movement to diversify their offerings and attract new customers. Fjord serves as proof that public markets can innovate and adapt while staying true to their roots.