The PAPATUI project is a customer-experience and brand strategy analysis focused on helping the men’s skincare brand grow awareness and better connect with its audience. It explains how PAPATUI, founded by Dwayne Johnson, aims to make skincare more approachable for men by offering effective, clean, and affordable products that simplify the routine.

Through brand positioning, buyer personas, survey research, customer journey mapping, and content strategy, the project identifies the biggest barriers facing male skincare consumers, including confusion, price sensitivity, and lack of trust.

Ultimately, the project shows how PAPATUI can overcome these issues by emphasizing simple routines, strong ingredients, and relatable content that turns first-time buyers into loyal advocates.