Herbal Essences Unveils “Scent Traps” Campaign Featuring Amaya Espinal: Turning Scent Into the Ultimate Dating Hack
CINCINNATI–(BUSINESS WIRE)–
Get ready to turn heads and spark memories!Herbal Essences is excited to introduce its latest campaign, “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.
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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 favorite 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 favorite 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 favorite 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.”
To make it even more enticing, Herbal Essences is offering fans a chance to get involved! For a limited time, fans can visit HerbalEssences.com for a chance to win a Scent Trap.*** Scent Trap kits include Herbal Essences Rose Hips shampoo, conditioner, a powerful mini scent diffuser designed to smell like your hair and a Tips and Tricks booklet. Ensure you are following @herbalessences on social and #ScentTrap for the latest updates!
*Source: Sense of Smell Institute. “Sense of Smell: Smell and Memory”
**US xAOC, L52W, week ending 9/20/25
***sweepstakes will run from 10/15/25 at 9:00 am EST to 10/26/25 at 11:59 pm EST. NO PURCHASE NECESSARY. This Sweepstakes is open only to natural persons who are legal residents of the 50 United States, including the District of Columbia, who are 18 years of age or older. Sweepstakes ends 10/26/2025. For entry and Official Rules visit www.herbalessences.com/en-us/scent-trap-sweepstakes Void where prohibited.
About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted quality brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. For the latest news and information about P&G and its brands, visit https://www.pg.com.
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