Herbal Essences has coupled up with Love Island USA winner Amaya Espinal to front its new ‘Scent Traps’ campaign, which aims to highlight the power of scent.
Spotlighting the Procter & Gamble (P&G)-owned brand’s fan-favourite scent, Rose Hips, the campaign sees Espinal push the idea that your hair – and its scent – can flirt for you.
The campaign series highlights how scent can hold memory and emotion, paying homage to 1990s and early 2000s advertising through fun flirty moments, spoofed elements on infomercials and glamorous beauty shots.
At its centre are ‘Scent Traps’ – miniature diffusers in the Rose Hips scent – which customers can win on the hair care brand’s website for a limited time.
Robert Reiss, VP of Herbal Essences North America, said: “We are thrilled to spotlight what our consumers love about Herbal Essences with the launch of Scent Traps.
“This campaign captures the essence of what Herbal Essences has always been known for – playfulness, nostalgia and the unforgettable power of scent.
“Amaya is the perfect partner to bring this to life and help invite everyone to celebrate the iconic scents of Herbal Essences.”
Espinal was crowned the winner of Love Island USA’s seventh series this summer, alongside Bryan Arenales.
Fellow islander Huda Mustafa, who placed third, has also broken into beauty via a partnership with Huda Beauty.
Espinal added: “I have always loved how Herbal Essences makes my hair smell – just one whiff transports me back to my favourite memories.
“There is something iconic about a scent that lingers, and I adore the idea of leaving a little reminder behind for someone special.
“Whether you are hiding a Scent Trap or flipping your hair, it is all about having fun and embracing your vibe.”
As part of the campaign, Herbal Essences will be stocking Scent Trap kits, including the brand’s Rose Hips shampoo and conditioner, as well as a mini scent diffuser and a tips-and-tricks booklet.
Herbal Essences Scent Traps sweepstake is running from 15 October to 26 October, for US customers over the age of 18.