Rexona Shifts the Scent Storyline with “Unlock Your 100 perSCENT”

Rexona has unveiled its latest campaign, “Unlock Your 100 perSCENT”, which redefines deodorant advertising by spotlighting fragrance as a driver of confidence and self-expression rather than just functionality.

The film unfolds through a series of colourful vignettes, following one woman as she transitions through multiple roles in her life — from career-driven professional to social companion and fashion-forward individual. A recurring mist motif connects these scenes, symbolising how scent carries through and empowers her evolving identities.

Visual storytelling plays a key role in the campaign, with each Rexona perfume collection variant expressed through a distinct colour palette. Berry Glow is brought to life with bold, energetic tones; Peach Glow radiates warmth and charm; while Pear Restore leans into cooler, elegant shades. The interplay of these palettes creates a cinematic rhythm that mirrors the campaign’s theme of multifaceted confidence.

The production was led by Chevie Law of Directors Think Tank in collaboration with Havas Malaysia and Unilever, with Tank 3 Asia handling VFX and grading. Rawr Work contributed art direction, TankMusic Asia provided the soundtrack, and the crew included executive producer Pete Singh, producer Sathish, and DOP Cyang.

This new campaign builds on Rexona Malaysia’s recent efforts to spotlight its perfume collection deodorants. In late 2023, the brand executed an experiential LRT activation with Watsons, featuring a train wrap, onboard scent diffusers, and interactive QR codes.

This followed its partnership with South Korean girl group (G)I-dle under the #GLOWFORIT platform, introducing the Vitamin Bright range while reinforcing Rexona’s brand positioning around freshness, confidence, and movement.