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Experiential
Downy: Downy and Grey Group Hong Kong Introduce “Scent by Downy”
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Text messaging is often read as cold and is toneless. In commemoration of the brand’s foray into China, Downy introduced: Scent by Downy.
Because scent triggers emotions and Downy Unstoppables is one of the most popular in-wash fragrance beads, the brand found a way to communicate and introduce these scents in one of the most popular forms of communications – text messaging. Partnering with a digital scent technologist in Japan, Downy chose 100 frequently texted words. These act as keywords to trigger one of the 3 scents built into the device. Simply download the app and connect your phone with the device through Bluetooth to send a text that triggers a scent.
Anjali Jain. SVP, Regional Business Director Related
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