Amaya Espinal and Herbal Essences Turn Scent Into Ultimate Dating Hack

Herbal Essences has introduced its latest campaign from Grey, 'Scent Traps,' starring the charismatic Amaya Espinal from Love Island.

Inspired by that feeling of wanting to stay on your crush’s mind, this innovative campaign highlights the enchanting power of scent - showing that what lingers in your hair can linger in someone’s heart. With the iconic fragrance of Herbal Essences, you can use the power of scent to stir up memories of you even when you’re not around. Herbal Essences is more than just an unforgettable scent…it’s the ultimate dating hack.

Did you know that scent is the sense most closely tied to memory and emotion?  Our iconic fragrances like the lush floral notes of the fan favourite Rose Hips collection, transform your shower experience into a sensory journey. Whether you want to leave an impression on a crush or simply take a moment to envelop yourself in the lasting scents, Herbal Essences delivers hair that’s irresistibly soft, beautifully shiny, and truly unforgettable.

In 'Scent Traps,' Amaya embodies the idea that your hair - and its delightful scent - should do the flirting for you. With her infectious energy and playful spirit, she brings the campaign to life in a series of vibrant videos that pay homage to the nostalgic charm
of '90s and 2000s infomercials. Expect flirty skits, captivating beauty shots, and a cheeky nod to the 'Herbal Essences Hair Shopping Network.'

“I’ve always loved how Herbal Essences makes my hair smell - just one whiff transports me back to my favourite memories,” said Amaya Espinal. “Filming Scent Traps was an absolute joy! There’s something iconic about a scent that lingers, and I adore the idea of

leaving a little reminder behind for someone special. Whether you’re hiding a Scent Trap or flipping your hair, it’s all about having fun and embracing your vibe!”

This multi-faceted campaign will feature a blend of playful infomercial spoofs and eye-catching visuals inspired by retro TV, pop art, and bold fashion. Amaya will guide fans through 'how-to' Scent Trapping tips and cheeky hiding strategies, inviting everyone
to join in on the fun.

“We’re thrilled to spotlight what our consumers love about Herbal Essences with the launch of Scent Traps,” said Robert Reiss, vice president of Herbal Essences North America. “This campaign captures the essence of what Herbal has always been known for playfulness, nostalgia, and the unforgettable power of scent. In fact, our Rose Hips collection is a true fan favourite with, on average, a bottle being sold every two seconds. Amaya is the perfect partner to bring this to life and help invite everyone to celebrate the iconic scents of Herbal Essences.”