Herbal Essences has enlisted Love Island alum Amaya Espinal to front a new “Scent Trap” campaign featuring its classic Rose Hips Shampoo and Conditioner. In a new push highlighted in an interview with PEOPLE, the partnership leans on fragrance, memory, and the idea of making a first impression through scent. The move aims to refresh a legacy product while tapping a reality TV audience known for trend-setting beauty habits.
A Legacy Scent Finds a New Stage
Rose Hips is one of the brand’s best-known fragrances, remembered by many shoppers for its bright floral notes. Consumer brands have been reviving legacy scents to reach both new and returning buyers. They bank on nostalgia while polishing the message for social-native audiences.
Espinal’s casting connects the product to dating culture and social life. Reality TV alumni often bring high engagement on platforms like Instagram and TikTok. That reach can translate into quick visibility for a familiar product with a fresh story.
Inside the “Scent Trap” Pitch
The campaign frames fragrance as a personal signature that lingers. Espinal describes scent as part of her toolkit for confidence and connection.
She says the fragrance helps her “captivate [her] crushes and leave an impression on everyone who catches a whiff” of the floral scent.
The message pairs the sensory appeal of rose with social moments—dates, nights out, and everyday encounters. It suggests scent can “trap” attention in a playful way, turning a simple haircare routine into a personal style marker.
Why Fragrance Still Sells
Marketing built around scent often draws on the link between smell, memory, and emotion. While the psychology is complex, many consumers report that certain fragrances trigger strong recall. That makes fragrance-forward campaigns a recurring tactic in beauty and personal care.
Industry watchers note a broader return to familiar notes like rose and vanilla. The appeal spans age groups. Younger buyers seek signature scents, while older shoppers respond to nostalgia and reliability.
Influencer Strategy and Audience Fit
Espinal’s audience skews young and social. That makes her a fit for a campaign built for short-form video and quick hits of sensory storytelling. Beauty and hair content performs well in these formats, thanks to visual cues and routine-driven posts.
- Product hook: classic floral scent tied to daily use.
- Storyline: confidence, dating, and first impressions.
- Platform plan: social-first clips, behind-the-scenes content, and user reactions.
Pairing a recognized reality star with a heritage product reduces risk. The brand does not need to educate buyers on an entirely new formula. Instead, it refreshes the narrative and invites user-generated content built around reactions and compliments.
A Balanced Look at the Message
Not everyone favors scent-led marketing. Some critics argue it leans on gendered ideas about attraction and approval. Others say it is harmless, even playful, and reflects how people actually discuss hair and fragrance in social settings.
The campaign’s tone is light, with emphasis on fun and confidence. That approach matches the Love Island fan base. It also keeps the product at the center: a floral shampoo-and-conditioner duo promising hair that smells good and feels fresh.
What Success Could Look Like
For Herbal Essences, near-term signals will include social engagement, user reviews, and shelf movement for the Rose Hips line. Longer term, the brand could extend the “Scent Trap” idea to other fragrances or limited editions.
For Espinal, the partnership strengthens her profile in beauty. If followers respond, it could lead to more haircare and fragrance collaborations, building a portfolio that stretches beyond TV fame.
Herbal Essences is betting that a familiar floral note, paired with a relatable voice, can cut through crowded feeds. If the “Scent Trap” story resonates, expect more content built around scent memories, first impressions, and routine-ready products. The next few weeks will show whether a classic fragrance—and a modern spokesperson—can turn impressions into sales.
