For years, air fresheners had only one function: to mask unpleasant odors. Their use was limited to bathrooms, and they never found a place in people's lifestyle. Our challenge at Varsa was to transform Floret from a functional product into an emotional and lifestyle-driven choice. The goal was to shift the consumer mindset from 'odor removal' to 'creating a pleasant feeling.
For this paradigm shift, Varsa decided to shift the brand's narrative focus from functionality to experience. Instead of emphasizing 'bad odors,' we focused on 'pleasant scents': a home with open windows and morning light, fresh laundry, a bicycle by a lemon tree, or dancing with roses. Over a three-month campaign, Floret was launched through lifestyle content creation, influencer collaborations, and the production of emotional and sensory videos. Floret evolved from a product for eliminating odors to a brand that makes the air smell delightful.
In less than two months, Floret's Instagram page gained over 3,000 new followers, even though it was the brand's first time entering the digital space. The high user engagement with videos and the positive reception of emotional content demonstrated that Varsa's Digital-First approach was not only effective in strategy but also in execution.
Floret was no longer just an air freshener; it became a symbol of everyday moments that remind us of the value of feeling good. 'It’s not about removing the smell. It’s about creating the mood.
For the main phase of the campaign, Varsa produced three videos with a consistent visual identity and uniform format. Each video, inspired by a specific scent, had its own unique visual world. In Varsa's chroma key studio, three influencers brought the essence of each fragrance to life through their location, clothing, and movements. From spraying and spinning to the moment of smelling the air, every gesture reflected the inner feeling of the fragrance. In post-production, the videos were transformed into poetic stop-motion sequences. Each time the influencer sprayed, the world behind them changed: the rain stopped, flowers bloomed, and light filled the scene. The brand claims also dynamically appeared in sync with the scents, ensuring that the audience didn’t just watch the video they felt it.
As a Digital-First agency, Varsa decided to transform Floret from a functional product into an emotional and lifestyle-driven brand. Instead of focusing on 'functionality,' we focused on the usage context and sensory experience: a home with morning light, a lemon garden, a bicycle leaning against a wall, or dancing among rose flowers. Over a three-month campaign, with a mix of creative videos, influencer collaborations, and lifestyle content, we created a new image for Floret air freshener a product that doesn’t just clean the air, but makes it pleasant.
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