Ecover has launched a campaign for a fictional gender-neutral perfume that is said to smell like a newborn baby in order to promote its fragrance-free range, Ecover Zero, according to a report published by The Drum.
The SC Johnson-owned personal and home care range’s new advertisement is a spoof on the traditional fragrance spot, this time for ‘L’Eau de Bebe’, as the pretend-scent has been dubbed.
“Our research proves that nothing in the world smells as good as natural newborn babies, and yet as a nation, we’re in the habit of surrounding babies with overly fragranced laundry products that have the potential to irritate skin,” Sara Mendz, European Head of Brand at Ecover told The Drum.
“That’s why we’re championing babies’ right to smell like babies and have access to clean ingredients with zero added fragrance. Since its creation in 1979, Ecover has campaigned for a ‘cleaner’ world, and our latest launch makes no exception.”