Challenge:
In celebration of International Women’s Day, Downy, Asia’s #1 Fabric Enhancer, launches its new and upgraded Downy Parfum Collection inspired by the #NeverFade women of Southeast Asia.

The new and upgraded Downy Parfum Collection features concentrated fragrance for fabrics that lasts longer than expensive perfumes and is a scent-sational testament to the power of the #NeverFade ambition.

Approach:
The launching event whose key hook is the Fashion show of Le Thanh Hoa – one of the leading designers in Vietnam. The show featured his latest collection, inspired by the 5 five alluring scents from the new Downy Parfum Collection™ to celebrate not only their timeless beauty, but also the unfailing spirit with openness to challenges. Attending in the fashion show were not only models but also key incredible Vietnamese women, including Former Super Model Xuan Lan, Mrs Vietnam Continents 2012 Thu Hoai and the actress, comedian Thu Trang.

Result:
– 92 Media clipping (online, print media & TV news)
– Local media were amazed with the live stream format in 4 SEA countries, when they could see leading celebrities from other countries sharing their #NeverFade story.