SUAVE: THE OLFACTORY EXHIBIT

We live in an era where a cup of liquified spinach costs $15, and we happily pay up. That’s because spending more actually makes us think a product is higher quality.

For a brand like Suave, this is a problem. Shoppers assumed that no $2 body wash could smell as good as the top shelf stuff. To get people to check out our scents without bias, we had to get a little tricky.

So we turned to art. Olfactory art, actually. It’s the latest frontier in the art world, where fragrance is the medium instead of paint or clay.

Armed with some trippy-looking “scent receptors”, we created an olfactory gallery of of our own — but instead of fancy fragrances, we secretly used Suave body wash scents. We opened it to the public, and had a fake gallery owner tell our guests all about the exhibit and our aptly-named artist — Gigi Suavaski.

We even bougie-fied the fragrance names. Ocean Breeze became Coast Deconstructed. Wild Cherry Blossom became Kyoto in Reflection. Milk & Honey Splash became Ascendance in Gold.

After enjoying the scents, our gallery goers were invited to “meet the artist”. Let’s just say they didn’t meet Gigi Suavaski.

Check out the video here:

CD: Molly Shaw
Senior AD: Jackie Mucilli