Committed to driving product superiority, LUX recently re-launched its new and improved Magical Spell body wash that gives long-lasting fragrance up to 24 hours. With this … read moreextraordinary claim, LUX wanted to prove its superiority. Enter renowned smell expert Laurine Sautour, who has a trained nose and the superb ability to identify smells - from the different notes of perfumes to the fragrance of everyday seemingly mundane things. LUX taps Laurine's unique talent and asks her to distinguish fragrances of six popular body wash brands through a blind smell test.
Agency: Wunderman Thompson Singapore
Six women each shower with a different body wash. 24 hours later, they are called in to see if the body wash fragrances are still detectable on their skin. Interestingly, Laurine picks up environmental, daily scents by those who showered with competitor brands, such as the aroma of talcum powder on a new mom and a metallic effect from a well-worn bracelet. Laurine did not pick up any body wash smell. But one scent stands out from one of the six women—the scent of black orchid notes. Laurine confidently identifies that the fragrance comes from one body wash she had previously smelled. Amazed by the 24-hour staying power of the fragrance, she asks which body wash it was. It is then revealed to her that it is LUX Magical Spell.
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