Scented Love: MAFS star fronts social-first dating show for Lynx

Lynx has launched a new live-audience dating show on social media, Scented Love, to promote its Fine Fragrance Collection - tapping into new research that shows 77% of young Aussies say scent plays a role when choosing a partner.

Hosted by MAFS star Jamie Marinos and TikToker Olan Tekkers, the show sees a single woman blind date three men, each paired with a different Lynx Fine Fragrance - Peach Infusion, Cherry Spritz and Cocoa Velvet - to test whether chemistry can be sparked without ever seeing each other.

Influencers and reality stars including Love Island’s Callum Hole, Stella Hutcheon and Dylan Towolawi joined a cast of everyday Aussies for the unscripted series, which was filmed in front of a live studio audience.

The two-part series, created by Hello Agency, features long-form episodes on YouTube along with cutdowns for TikTok, Instagram and YouTube Shorts. Episode one is live now, with episode two set to follow in September.

Backed by YouGov research commissioned by Hello, the campaign found half of 18-34 year-olds have rejected someone because of their smell - and 52% have bought a partner a new fragrance to help them smell better.

“At Lynx, we know the power fragrance has when it comes to attraction,” said Anna Tracey, personal care director at Unilever. “That’s why we’ve launched our irresistible new Fine Fragrance Collection. We loved Hello’s idea of Scented Love - it’s truly an Aussie-first, and there are so many hilarious moments.”

The paid media rollout is being handled by Mindshare, and the campaign is designed to complement Lynx’s wider brand activity across TV and digital.