Brazil has become the largest fragrance market in the world, surpassing the US in 2010 with over $6 billion in sales. Brazil is the 5th largest country both geographically and by population, with 196 million inhabitants, 84% of whom live in cities. Sao Paulo, with a population of 17 million, is home to diverse and innovative people and known as the world's street art capital due to its acceptance of street art as a true art form. The target market for fragrances in Brazil are males aged 17-25 who are active students or young professionals, with prominent subcultures being Bboys, Skaters, and Musicians. Local competitor Avanco targets lower-income males while Axe is