Rexona unlocks confidence through scent in latest spot

Rexona’s latest campaign, “Unlock Your 100 perSCENT”, takes a fresh approach to deodorant advertising by shifting the focus from function to emotion.

Rather than leaning on the familiar trope of “smell good, get noticed”, the spot explores how fragrance can become an extension of personality, fuelling confidence across different aspects of a woman’s life.

The film brings this idea to life through a series of vibrant vignettes, each capturing a new side of the same woman: ambitious at work, fearless in pursuit of goals, warm with friends, and stylish in her personal time. A visual thread of mist ties these moments together, symbolising how scent underpins her evolving moods and expressions.

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Colour played a central role in shaping the narrative. Each Rexona perfume collection variant was given its own distinct visual identity: 'Berry glow' bursts with bold, lively tones to reflect energy; 'Peach glow' radiates with warm, glowing hues to express charm and approachability; while 'Pear restore' uses cooler, elegant shades to convey sophistication. The interplay of palettes creates a seamless cinematic journey, with grading and visual effects heightening the campaign’s polish.

Directed by Chevie Law of Directors Think Tank in collaboration with Havas Malaysia and Unilever, the campaign emphasises authenticity. “Confidence isn’t about impressing others, it’s about being true to yourself in every setting. I wanted each scene to reveal a new side of the same woman,” Law told A+M.

She added, “With Rexona, the challenge was to stand out while staying true to the brief. The idea of ‘Unlock Your 100 perSCENT’ opened up a richer direction: showing how fragrance fuels confidence across different moments of a woman’s life. The recurring visual of mist ties the scenes together and reflects a day that feels real, multifaceted, and aspirational.”

“With 'Unlock your 100 perSCENT', we wanted to elevate a functional benefit into an emotional experience,” said Shireen Ang, creative director of Havas Malaysia. “It’s about proving that confidence isn’t just something you have. It’s something you unlock, starting with a scent that reflects your personality.”

Behind the polished finish was a wide team effort. Tank 3 Asia handled VFX and grading, along with fruit product demos that gave the spot its playful energy. Rawr Work led art direction, while TankMusic Asia provided the soundtrack. Executive producer Pete Singh, producer Sathish, and DOP Cyang rounded out the core crew.

In November last year, Rexona Malaysia amplified its perfume collection deodorants with an experiential LRT stunt in collaboration with Watsons. The campaign featured a train wrap, onboard scent diffusers, and QR codes throughout the carriages. The train stunt followed the brand’s partnership with South Korean girl group (G)I-dle as ambassadors. As part of the tie-up, Rexona launched its campaign dubbed #GLOWFORIT in 2023, introducing the brands new 'Vitamin bright' deodorant range, and aims to signify and reaffirm the brand’s commitment to promote confidence and movement on top of underarm brightening and freshness.

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