Lynx hosts social-first dating show ‘Scented Love’ to promote new fragrance range
Lynx has partnered with Hello Agency to launch Scented Love, a live-audience dating show on social media designed to promote its new Fine Fragrance Collection.
The announcement:
Lynx has partnered with Hello Agency to create a new live-audience dating show for social, Scented Love, to showcase the new scents from the Fine Fragrance Collection, sparked by research showing 77% of young Aussies say scent matters when choosing a partner.
Starring Married at First Sight’s Jamie Marinos and TikToker Olan Tekkers as hosts, Scented Love sees a single lady blind date three single guys on stage, who are each carefully paired with one of Lynx’s three new Fine Fragrances (Peach Infusion, Cherry Spritz and Cocoa Velvet). Each variant combines the protection of a deodorant with the fragrance delivery of a cologne, tackling the two biggest needs states today amongst Gen Z males — “odour” and “fragrance”.
A mix of everyday Aussies and influencers were cast for the show, including Love Island crowd favourites Callum Hole, Stella Hutcheon, Dylan Towolawi and more, to join Lynx’s blind dating show and show viewers that the brand’s fragrances have the power to spark attraction — even when you’re blindfolded.
Live from the beginning of August, the unscripted show unfolds with 2 x long-form episodes and a range of entertaining social shorts edited for TikTok, YouTube Shorts and Instagram.
The series was brought to life following new research, commissioned by Hello via YouGov, which found that half (51%) of Aussies aged 18–34 report having rejected someone because of their smell, and 52% reported that they had purchased their partner a new fragrance to help them smell better.
Unilever personal care director, Anna Tracey, says: “At Lynx, we know the power fragrance has when it comes to attraction. That’s why we’ve launched our irresistible new Fine Fragrance Collection to give young guys a power up. And what better way to take the attraction game to the next level than through a dating show? We loved Hello’s innovative idea of Scented Love — it’s truly an Aussie-first and there are so many hilarious moments, coupled with the Lynx fragrances playing an integral role. We’re confident it’ll resonate with young guys.”
“This was the definition of bold and dare I say, brave! We cast the most infamous reality-TV stars with everyday contestants and put them on stage in front of a studio audience to create a live social-first entertainment program. It was like reality TV meets standup comedy. No scripts and nothing off limits!
We’re incredibly proud of the crowd feedback and content outputs: multi-layered live formats are always complex given you are hosting a live audience while also shooting your full episodes and hard-working product social ads.
We can’t wait to see the brand impact of this innovative entertainment property with young Aussies,” says Julien Dupuche, director of client solutions at Hello.
Episode one is now live across YouTube, with a range of cut-downs and social shorts across TikTok, YouTube Shorts and Instagram, coupled with earned and paid media activity. The paid media strategy and rollout is led by Mindshare.
Episode two is set to go live later in September.
The culture-first campaign is set to run alongside and complement the brand’s above-the-line activity.
Unilever:
Marketing Director – Personal Care ANZ: John McKeon
Personal Care Director at Unilever: Anna Tracey
Marketing Manager – Lynx & Dove Men Care – Deodorant & Skin Cleansing: Amy Doss
Brand Manager Lynx & Dove Men Care – Deodorant & Skin Cleansing: Perry Varol
Hello Agency:
Managing Director: Sam Kelly
Director of Client Solutions: Julien Dupuche
Director of Social & Editorial: Ben Stavert
Senior Account Director: Sunny Manadavadi
Producer: Caitlyn Gregson
Account Director – Talent: Jessica Campion
Head of Publicity: Allex Conley
Head of Events: Olivia Watts
Senior Designer & Art Director – Cody Waters
Head of Design – Seamus McShane
Mindshare:
Connections Planning Director: Elizabeth Gulliver
Implementation & Activation Director – Performance: Zeeth Bijayananda
Implementation & Activation Manager: Oliver Poiner
Implementation & Activation Manager – Performance: Yang Sun
Film Production, casting & event:
Company Director – Low Kii: Peter Burns
Creative Director – Low Kii: Gus Ronald
Story Producer: Alex Burns
Artem Collective – Casting Producer: Jess Hawkins
Source: Hello
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