Herbal Essences Revives Nostalgic Infomercial Style with ‘Scent Traps’ Campaign Featuring Amaya Espinal
Procter & Gamble’s Herbal Essences has launched an innovative campaign titled “Scent Traps,” enlisting reality star Amaya Espinal from “Love Island” to explore the evocative power of scent. This marketing initiative, unveiled on October 15, 2025, draws on fond memories of 1990s and 2000s infomercials, creatively blending playful nostalgia with modern advertising techniques.
Campaign Overview
This dynamic campaign involves a series of engaging videos featuring Espinal, who embodies the brand’s lively persona. The format cleverly parallels the trendy “thirst trap” social media posts by introducing a new concept — “scent traps” — designed to pique interest and stimulate emotion through aroma. In addition to the video content, Herbal Essences is organizing a social media contest, offering fans the chance to win exclusive Scent Trap kits.
Key Features of the Campaign
- Nostalgia-Driven Ads: The videos, produced by Grey with assistance from Omnicom PR Group, pay homage to retro infomercials, showcasing Espinal in whimsical scenarios reminiscent of the era’s charm.
- Interactive Elements: Participants in the associated sweepstakes can win kits that include the brand’s popular Rose Hips shampoo and a mini scent diffuser, encouraging consumer interaction beyond traditional advertising.
- A Playful Tone: The campaign maintains a flirty aesthetic while steering away from earlier provocative messaging, aligning with contemporary audience sensibilities.
Insights from Herbal Essences
Robert Reiss, vice president of Herbal Essences North America, remarked that the “Scent Traps” campaign harnesses the brand’s long-standing identity of fun and nostalgia, while also tapping into the emotional connections people have with scent. The creative direction features eye-catching visuals and playful, retro-inspired themes, effectively resonating with audiences.
Market Context
As brands like Bud Light and Dunkin’ explore similar nostalgic advertising styles, Herbal Essences’ new initiative reflects a growing trend in leveraging cultural memories to connect with consumers. Despite competitive pressures, parent company P&G reported organic sales growth in fiscal year 2025, attributing this success to their focus on performance-oriented and entertaining advertising.
Consumers can learn more about the campaign and participate in the giveaway by visiting the Herbal Essences website, bringing the delightful experience of scent to the forefront of a playful marketing strategy.
