CINCINNATI — Herbal Essences has always known something the beauty industry is only now catching up to: fragrance is a powerful emotional tool for self-care and mood transformation. People don't just use Herbal Essences products — they love the way those products smell. The brand's new campaign, "Scent of Your Dreams," is built entirely on that truth.
Now live across Herbal Essences' social media channels, "Scent of Your Dreams" reframes fragrance as a dopamine-driven, mood-transforming experience. The idea is simple and visceral: every scent is a micro-escape — a full-body reset from the noise of daily life. Herbal Essences is leaning into that feeling, offering a sensory experience so intoxicating it mirrors your most irresistible distractions.
At the center of the campaign is Amaya Papaya — known to Love Island Season 7 fans for her vibrant personality and authenticity — who embodies everything the Herbal Essences woman represents: curious, radiant, and fully herself. In the campaign, Amaya slips away for a rendezvous with Herbal Essences. A sensorial shower transports her to the "above world" — a dreamlike, fantastical realm floating just overhead, built from clouds, lush grassy knolls, and vibrant roses. There, in a knowing nod to the brand's advertising legacy, the ultimate charming man will do anything for her. Through a series of playful vignettes, the campaign brings your most irresistible distractions to life — and makes the case that the right scent can do exactly that.
The featured fragrance at the heart of the "above world" is Herbal Essences' signature Rose Hips collection, timed to a broader scent moment for the brand. Herbal Essences recently expanded offerings with the new Papaya + Citrus fragrance, further demonstrating its commitment to delivering products that not only cleanse but also provide an emotional, sensory experience for consumers.
"Scent of Your Dreams" marks a return to the emotional and sensory storytelling that has long defined Herbal Essences and signals the brand's continued investment in the powerful intersection of fragrance, mood, and personal identity.
Watch the campaign developed in partnership with GREY on YouTube. For more information, visit HerbalEssences.com and follow @herbalessences on Instagram, TikTok, and Reddit.
AMAYA PAPAYA is a trademark of ITV Studios and Motion Entertainment, a WPP Media company and used under license.
