Over the years, many consumers have imagined a world in which they may send text messages alongside scents to convey deeper emotions—Scent by Downy introduces a practical system to do so.
To mark the brand's foray into the Chinese market, Downy and Grey Group Hong Kong collaborated on a unique way to promote Downy Unstoppables, the in-wash fragrance beads. To introduce the product scents in a language that is already familiar to consumers, Scent by Downy introduces a flower-shaped device that boasts Bluetooth connectivity. 100 commonly texted words were paired with three specific scents—Happiness, Fresh and Love—making it possible for those who link up with the app to partake in a unique sensory experience via mobile messaging. Since text messages can often feel stripped of emotion, tone and other subtleties that convey true meaning, this experience offers a reinvigorating way for people to communicate.