Immersive journey: Selected LRT coaches feature an eye-catching exterior wrap. The Rexona LRT takeover in November allowed consumers to experience the brand’s Premium Perfume Collection on their daily commute. – Unilever Malaysia
PETALING JAYA: One can never underestimate the power of smell, especially when it comes to selling products.
As a form of sensory marketing targeted at the olfactory senses, scent marketing utilises fragrance not just to influence consumer behaviour, but also to nurture a brand identity.
While it is hard to pinpoint when and who exactly pioneered scent marketing, we can safely assume it has been around since the early days of commerce.
Step into a bakery today and the smell of freshly baked bread will undoubtedly stir emotions. The same goes for anyone who steps into a coffee shop with the scent of a fresh brew likely proving hard to resist.
Although there are likely many examples to choose from, it goes without saying that scent in itself is a powerful motivator when it comes to influencing consumer spending.
Thanks to technology, brands can now utilise and unleash the power of scents at specific consumer touchpoints to trigger emotions and create unique customer experiences.
Sensory branding
Today, scent marketing is being used in a lot of different ways, some of which we might not even be aware of.
Thanks to modern diffuser technologies brands can now leverage off scents and aromas to create a sensory experience for their customers.
Modern scent diffusers can convert fragrance oil into a micro mist, which is then dispersed through an HVAC (heating, ventilation and air conditioning) system.
This allows shops and stores to benefit from a particular scent or fragrance being evenly spread throughout the space.
As technology improves and becomes more accessible, more industries have recognised the benefits of scent marketing.
Beyond simply creating a positive ambience and enhancing customer service, fragrances can also trigger emotions.
This ultimately could lead to extended time spent in store, while fostering an association between the brand and its signature scent.
The growing popularity of scent marketing has also seen a new industry segment prosper in recent years.
It has paved the way for scent marketing companies like Air Esscentials and ScentAir to ply their trade in the business. It has also afforded aromatherapy brands and perfumers a niche market for themselves in the field.
Infusing an identity
For businesses that have made fragrance their core trade, scents are part and parcel of the arena they compete in.
For brands like Rexona, scent marketing undoubtedly provides a competitive edge when utilised effectively.
In late October, the brand put this theory to the test.
As part of the launch of its new Premium Perfume Collection, Rexona leveraged the power of public transport to help market its new fragrance.
Infusing the scent of its new fragrance into select coaches on the Kelana Jaya LRT line, the brand created an immersive multi-sensory journey for commuters in the Klang Valley.
Running for a month until the end of November, the unique LRT takeover allowed Malaysians to experience Rexona’s enchanting scents firsthand. Through this experiential campaign, the brand set forth to provide more than just a ride, rather an aromatic journey of transformation.
According to Chiah Mun Mun, senior brand manager of Unilever Malaysia, the LRT takeover was inspired by the brand’s dedication in helping consumers feel their best, wherever life takes them.
“With the launch of our new Premium Perfume Collection, we’ve combined world-class fragrance with powerful skin-brightening benefits to offer a truly enchanting experience,” she said.
Transporting emotions
Through the LRT takeover, Rexona emphasised its commitment to delivering premium, sensory-driven experiences that transcend typical deodorant benefits.
The highlight of this immersive experience was its aroma diffuser. Installed inside the coaches, it filled the air with the irresistible scents of Rexona Vitamin+ Bright Berry Glow and Peach Glow.
The new Rexona Premium Perfume Collection offers a fusion of fragrance and skin-brightening power, ensuring consumers not only smell divine but also enjoy a radiant, all-day glow.
Whether battling Malaysia’s tropical heat or navigating the everyday challenges of commuting, Rexona highlighted its ability to provide confidence, transforming even the everyday commute into a refreshing, premium experience.
In addition to the aroma diffusers, the LRT coaches were also purposefully designed with an eye-catching exterior wrap and stylish interior decor.
Inside the coaches were branded head panels and custom handgrips, inspired by Rexona’s latest products.
Operating along key stops such as KL Sentral, Pasar Seni, Merdeka and KLCC, the campaign reached thousands of daily commuters, inviting them to experience the enchanting world of Rexona’s premium perfume collection firsthand.
“This collection not only delivers captivating scents and a radiant glow, but empowers you to embrace every moment, whether facing Malaysia’s tropical heat or the demands of a busy commute,” added Chiah.
