Dive Transient:
- Natural Essences right this moment (Oct. 15) launched a brand new marketing campaign, “Scent Traps,” that enlists “Love Island” persona Amaya Espinal, per particulars shared with Advertising and marketing Dive.
- The trouble options Espinal in a sequence of movies impressed by infomercials of the Nineteen Nineties and 2000s and features a social media sweepstakes that may see the model give out Scent Entice kits.
- Created by Gray with help from Omnicom PR Group, “Scent Traps” offers a actuality TV-powered spin on a mode of social media submit often known as “thirst traps” whereas updating the model’s suggestive advertising for brand new audiences.
Dive Perception:
Procter & Gamble’s Natural Essences is refreshing the thought of “thirst traps” — photographs shared, normally on social media, for the aim of spurring want — as “scent traps,” an olfactory tackle a cultural thought whose time might need handed. The trouble faucets into the model’s iconic scents and their connection to reminiscence and emotion, per analysis shared by the model.
“This marketing campaign captures the essence of what Natural has at all times been recognized for—playfulness, nostalgia, and the unforgettable energy of scent,” stated Robert Reiss, vice chairman of Natural Essences North America, in a press release.
A 15-second “Scent Traps” video options Espinal — the breakout star of the latest season of actuality hit “Love Island” — in a gauzy, pink-hued studio the place she stands within the bathe, flirts with a model and leaves a scent entice in a paramour’s pockets. The spots pay homage to infomercials of the ‘90s and ‘00s and nod to a fictional “Natural Essences Hair Procuring Community.” The artistic, which spans digital and OOH, is impressed by retro TV, pop artwork and daring style.
Shoppers can go to the model’s web site for an opportunity to win a Scent Entice equipment that features shampoo, conditioner, a mini scent diffuser and a “Ideas and Methods” booklet. The equipment consists of the model’s Rose Hips shampoo, a bottle of which is offered each two seconds, per gross sales knowledge shared by the model.
Whereas flirty and playful, the marketing campaign takes a distinct strategy than the model’s memorable advertisements from the ‘90s and 2000s that featured girls moaning suggestively whereas utilizing the product — a template the model in 2014 utilized with singer Nicole Scherzinger.
Manufacturers together with Bud Mild and Dr. Squatch have usual advertisements after infomercials, whereas others, together with Dunkin, Doritos and DoorDash have gotten suggestive in 2025. In the meantime, Basic Mills parodied “Love Island” and types together with Motto by Hilton and Temptations have tapped different personalities from the present.
Dad or mum firm P&G noticed natural gross sales develop in fiscal yr 2025, with hair care merchandise up low single digits. The corporate continues to emphasise efficiency and worth in its promoting, in keeping with President and CEO Jon Moeller.
“We wish our advertisements to be as entertaining as they are often, however to not the extent that they compromise proper to the center of the matter efficiency and worth message,” the manager stated on a name discussing the earnings.
