Lynx is bringing to life video content, including two long form episodes, of a dating show titled ‘Scented Love’ – unscripted and filmed in front of a live audience.

‘Scented Love’ follows a format where a single woman engages in blind dates with three men, each of whom is paired with one of Lynx’s new fragrances.

The show, hosted by Jamie Marinos, known for his role in ‘Married at First Sight’, alongside TikTok personality Olan Tekkers, includes a blend of everyday Australians and influencers, with appearances from Callum Hole, Stella Hutcheon, and Dylan Towolawi.

A collaboration with Hello Agency, the initiative is designed to highlight Lynx’s latest Fine Fragrance Collection, which features scents such as Peach Infusion, Cherry Spritz, and Cocoa Velvet.

The concept of the show is rooted in research that suggests 77 per cent of young Australians consider scent a significant factor when selecting a partner.

The production is unscripted and consists of two long-form episodes, complemented by various social media shorts intended for platforms such as TikTok, YouTube Shorts, and Instagram. The campaign is supported by paid media activities managed by Mindshare.

Research conducted by YouGov, commissioned by Hello, reveals that 51 per cent of Australians aged 18-34 have rejected someone due to their smell, while 52 per cent have purchased a new fragrance for a partner to enhance their scent.

Anna Tracey, Unilever Personal Care Director, said, “At Lynx, we know the power fragrance has when it comes to attraction. That’s why we’ve launched our irresistible new Fine Fragrance Collection to give young guys a power up. And what better way to take the attraction game to the next level than through a dating show? We loved Hello’s innovative idea of “Scented Love”, it’s truly an Aussie-first and there are so many hilarious moments, coupled with the Lynx fragrances playing an integral role. We’re confident it’ll resonate with young guys.”

Julien Dupuche, Hello Director of Client Solutions, said, “It was like reality TV meets standup comedy. No scripts and nothing off limits! We’re incredibly proud of the crowd feedback and content outputs: Multi-layered live formats are always complex given you are hosting a live audience while also shooting your full episodes and hard-working product social ads. We can’t wait to see the brand impact of this innovative entertainment property with young Aussies.”

The first episode of ‘Scented Love’ is currently available on YouTube, with the second episode slated for release in September. The campaign is designed to complement Lynx’s above-the-line marketing activities.