Our sense of smell is the most primal of our five senses.
It has the mysterious power to evoke memories, influence our subconscious and profoundly affect our emotions.
Strategic Positioning
“Nātūrīs naturally transforms your home”
Creative Direction 1:
Nātūrīs Your Home
Fill your home with the luxurious natural scent of lavender.
Let yourself be transported to an endless expanse of lavender fields in Provence.
Target Audience
Young, single working Japanese women who are increasingly going against societal expectations and finding their voice of independence.
Insight
Young city-dwellers in Japan usually live alone in rented apartments. While many of these are tiny, these intricately-designed living spaces provide comfort and respite after a long and hectic day.
Hence it is important that these homes are kept clean and free of odours.
A visibly fatigued young woman is on her daily commute home. Wearing a mask, she squeezes herself into an overcrowded train.
Alighting, she walks along an alley with bustling izakayas, the air thick with kushiyaki and cigarette smoke.
She arrives at her tiny apartment, closes the door and kicks off her shoes at the genkan.
She heaves a sigh of relief having left the "outside world" behind.
A visibly fatigued young woman is on her daily commute home. Wearing a mask, she squeezes herself into an overcrowded train.
She arrives at her tiny apartment, closes the door and kicks off her shoes at the genkan.
Alighting, she walks along an alley with bustling izakayas, the air thick with kushiyaki and cigarette smoke.
She heaves a sigh of relief having left the "outside world" behind.
Her nose scrunches when she picks up a curious mix of odours that seems to be clinging to her clothes and bag.
She immediately reaches for a bottle of Nātūrīs nearby...
...and gives it a few good sprays on her surroundings.
As she does so, the walls of her apartment begin to move, opening up to reveal a wide expanse of lavender fields.
Her nose scrunches when she picks up a curious mix of odours that seems to be clinging to her clothes and bag.
...and gives it a few good sprays on her surroundings.
She immediately reaches for a bottle of Nātūrīs nearby...
As she does so, the walls of her apartment begin to move, opening up to reveal a wide expanse of lavender fields.
She has been transported to idyllic Provence where she takes a deep breath. Rejuvenated, she breaks into a celebratory dance.
When she opens her eyes, she is back in her house, but looking a lot happier and more relaxed than before.
She has been transported to idyllic Provence where she takes a deep breath. Rejuvenated, she breaks into a celebratory dance.
When she opens her eyes, she is back in her house, but looking a lot happier and more relaxed than before.
Nātūrīs Your Home
新しい心地よさ。
100%自然由来の香り
ファブリーズ ナチュリス
“Transforming your home with the luxuriously rich and natural scent of lavender from Provence.”
Creative Direction 2:
Nātūrīs instantly removes outside odours from the inside
Target Audience
Millennial women, stay-home mums and busy career women who are meticulous about keeping their homes in order and advocates of natural, organic products.
Insight
The Japanese have a clear distinction of “outside” (外) vs “inside” (内).
And in between exists this space in houses called genkan (玄関), which serves as the transition point from out to in, and vice versa.
The genkan acts like a barrier to keep "outside items" like shoes, raincoats and umbrellas, out of the main living space.
“Tada-ima!” we hear a man call out at the genkan as he steps in.
“Okaeri!” we see a woman go towards the door to greet her husband.
His outfit is a glowing halo of offensive odours, emitting holograms of beer mugs, yakiniku and cigarette butts.
“Tada-ima!” we hear a man call out at the genkan as he steps in.
“Okaeri!” we see a woman go towards the door to greet her husband.
His outfit is a glowing halo of offensive odours, emitting holograms of beer mugs, yakiniku and cigarette butts.
Detecting the offensive odours, his wife shouts, “chotto-matte!” as she stops him from going any further.
She grabs the Nātūrīs by the shelf...
...and gives it a few good sprays in his general direction.
Detecting the offensive odours, his wife shouts, “chotto-matte!” as she stops him from going any further.
She grabs the Nātūrīs by the shelf...
...and gives it a few good sprays in his general direction.
The purple spray of Nātūrīs becomes a “scent noren”...
As he walks through this purple mist curtain, we zoom in to see purple droplets removing the offending odours.
Zooming out, the man’s nasty halo is now replaced by holographic lavender flowers.
The purple spray of Nātūrīs becomes a “scent noren”...
As he walks through this purple mist curtain, we zoom in to see purple droplets removing the offending odours.
Zooming out, the man’s nasty halo is now replaced by holographic lavender flowers.
Nātūrīs Home Sweet Home
新しい心地よさ。
100%自然由来の香り
ファブリーズ ナチュリス
“Bringing the natural sweet scent of lavender from Provence back to your home.”
