Babaria has launched a campaign under the concept of Air d’Oignon, a fake onion perfume that, far from being marketed, acts as a creative vehicle to reposition one of the brand’s products: onion shampoo. Through an aesthetic inspired by haute perfumery, aspirational codes and careful storytelling, the brand directly addresses the biggest obstacle that has accompanied this product since its launch: the widespread belief that it smells bad.

The action has been developed together with the agencies Maart (creative) and Crush (digital), and has been deployed on outdoor media, social networks and initiatives with influencers. The center of the campaign is a stylized perfume bottle with the name Air d’Oignon, accompanied by messages such as “It smells so good it could be a perfume.”. Thus, the bottle has been used as tangible evidence to overthrow the olfactory prejudice that weighs on its composition.

“Many people dismiss the product without having tried it, solely because of its name. But those who test it discover that it does not smell like onions at all”explains Silvia Muñoz, Marketing Director at Babaria. “If the biggest obstacle is the smell, the solution was to put it at the center of the campaign. And do it in an elegant way, as if it were a luxury fragrance”he adds.

Thus, the brand reformulates a commercial objection as a differential argument through the use of discreet humor, allowing the proposal to connect with digital audiences without trivializing the product. The action has been carried out on the occasion of the expansion of its hair line with onion, which incorporates new anti-dandruff and repair variants, aligned with the consumer trend towards natural and functional ingredients.

In parallel, the proposal has generated a viral effect on Instagram supported by perfume influencers and more than 20 content creator users who have reacted to the initial wave of intrigue and conversation. All of them will update their publications revealing that Air d’Oignon is not a new perfume, but rather an olfactory statement by Babaria to break the clichés surrounding its shampoo.

“Our idea was to find a direct and elegant way to break the biggest prejudice about this product, and if the problem was in the smell, the solution was to put it in front of their noses, literally”adds Silvia Muñoz.