Targeting youth between 16 and 20 years, the global cosmetics brand Etude distributes their products in 11 Asian countries, including Korea and Japan. The Fedora Hair Wax series features fedoras as a key design motif. The packaging consists of a container made from one single material. Different labels can be wrapped around it without any extra post-processing. It thus has a reasonable price, which makes the hair wax accessible to young customers, allowing them to enjoy hairstyling just as they would wear a nice fedora for a great day.