Leading Turkish cosmetics and personal care company Kopaş Cosmetics has launched its one-of-a-kind XO Perfume in deodorant form here in Malaysia.
To celebrate the launch and build awareness of the XO Perfume deo, digital agency Kingdom Digital conceptualised, shot, and produced a short video featuring local fashion designer Kittie Yiyi. The video also stars two young designers from the fashion school ESMOD, Sandra Yap and Joyee. With the tagline, ‘Live Xtraordinary’, the 30-second video encourages consumers to embrace their true selves and express their xtraordinary side by using XO Perfume deo.
According to Aaron Lee, Digital Art Director at Kingdom Digital, they decided on the fashion-setting for the entire campaign as this perfectly defines the XO brand and the featured scents.
“Fragrances are a beautiful blend of many things – fashion, art, and attitude. Our aim was to incorporate these elements while portraying the different personas that reflect each scent throughout the campaign video. The XO brand may be new to the market but we’re confident that its unique properties, combined with our winning strategy, will be able to positively disrupt the market and attract the younger demographic,” explained Lee.
In conjunction with the launch, there is an ongoing Instagram contest where users can upload photos of their take on the xtraordinary looks inspired by the XO Perfume deo. By tagging XO and including the #MyXOLookBook in the caption, participants will be in the running to win a set of eight XO Perfume Deo products. The contest was kicked off in mid-July and will come to an end in December 2020.
The XO brand is the first to offer aluminium-free Eau de Toilette (EDT) perfumed deodorants. As consumers become more aware of the potential effects of aluminium-based deodorants, there is a growing interest in alternative options. By launching the XO Perfume deo, Kopaş Cosmetics hopes to fill this gap in the Malaysian market.
With the elimination of aluminium, the XO Perfume deo does not clog pores. This encourages healthy sweating which aids in filtering toxins and regulating body temperature – making it ideal for Malaysians who are always on-the-go.
Melis Us, Brand Manager at Kopaş Cosmetics, explained that the XO Perfume deo is specially tailored for trend-conscious young women who enjoy smelling great with luxurious scents at affordable pricing.
“The XO brand stems from the idea that every woman is different, and this individualism should be celebrated in every way. We want to encourage young women to embrace their unique beauty with affordable luxury scents that resonate with every kind of personality. We are excited to partner with Kingdom Digital to launch the XO Perfume deo and we look forward to adding that extra bit of flair to our consumer’s daily lives,” added Melis Us.
The XO Perfume deo range comes in vibrant and artistic packaging that reflects the varying scents and styles. It is available in a collection of eight sensational scents: Pink Paradise, Ocean Fresh, Aqua Joy, Sweet Tropical, Olivia, Nice Girl, Bella Vista, and Black Premium.
It is currently available for purchase in-store and online at Watsons stores.