Joop! WOW! tels a story of the journey of transformation. The Joop! Man is a powerful, groomed and confident gentleman with nothing to prove to himself or others. The Joop! Man has natural charisma and is a man of power. The only thing missing is the finishing touch, one drop of Joop! WOW! and he becomes irresistible, creating the WOW! effect wherever he goes.