Herbal Essences Unveils “Scent Traps” Campaign Featuring Amaya Espinal: Turning Scent Into the Ultimate Dating Hack

Get ready to turn heads and spark memories! Herbal Essences is excited to introduce its latest campaign, “Scent Traps,” starring the charismatic Amaya Espinal from Love Island. Inspired by that feeling of wanting to stay on your crush’s mind, this innovative campaign highlights the enchanting power of scent—showing that what lingers in your hair can linger in someone’s heart. With the iconic fragrance of Herbal Essences, you can use the power of scent to stir up memories of you even when you’re not around. Herbal Essences is more than just an unforgettable scent…it’s the ultimate dating hack.

Did you know that scent is the sense most closely tied to memory and emotion?* Our iconic fragrances like the lush floral notes of the fan favorite Rose Hips collection, transform your shower experience into a sensory journey. Whether you want to leave an impression on a crush or simply take a moment to envelop yourself in the lasting scents, Herbal Essences delivers hair that’s irresistibly soft, beautifully shiny, and truly unforgettable.

In “Scent Traps,” Amaya embodies the idea that your hair—and its delightful scent—should do the flirting for you. With her infectious energy and playful spirit, she brings the campaign to life in a series of vibrant videos that pay homage to the nostalgic charm of 90s and 2000s infomercials. Expect flirty skits, captivating beauty shots, and a cheeky nod to the “Herbal Essences Hair Shopping Network.”

“I’ve always loved how Herbal Essences makes my hair smell—just one whiff transports me back to my favorite memories,” said Amaya Espinal. “Filming Scent Traps was an absolute joy! There’s something iconic about a scent that lingers, and I adore the idea of leaving a little reminder behind for someone special. Whether you’re hiding a Scent Trap or flipping your hair, it’s all about having fun and embracing your vibe!”

This multi-faceted campaign will feature a blend of playful infomercial spoofs and eye-catching visuals inspired by retro TV, pop art, and bold fashion. Amaya will guide fans through “how-to” Scent Trapping tips and cheeky hiding strategies, inviting everyone to join in on the fun. “We’re thrilled to spotlight what our consumers love about Herbal Essences with the launch of Scent Traps,” said Robert Reiss, Vice President of Herbal Essences North America. “This campaign captures the essence of what Herbal has always been known for—playfulness, nostalgia, and the unforgettable power of scent. In fact, our Rose Hips collection is a true fan favorite with, on average, a bottle being sold every two seconds.** Amaya is the perfect partner to bring this to life and help invite everyone to celebrate the iconic scents of Herbal Essences.”

*Source: Sense of Smell Institute. “Sense of Smell: Smell and Memory”

** US xAOC, L52W, week ending 9/20/25

About Herbal Essences

Herbal Essences offers a wide range of shampoos, conditioners, hair mists, and styling products designed for different hair types and needs. The brand’s philosophy centers on the belief that hair care should transform both your hair and your mood. Herbal Essences emphasizes natural ingredients and formulas often free from parabens, gluten, and sulfates, with iconic scents that encourage women to prioritize self-care. To learn more about Herbal Essences visit www.herbalessences.com, or follow us on Instagram: @herbalessences, TikTok: @herbalessences and Reddit: u/HerbalEssences

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

About Amaya

LOVE ISLAND Season 7 winner, Amaya, also known as "Amaya Papaya", is a proud Dominicana known for her captivating personality and love for life. She quickly became a fan favorite through her humor, genuine passion, and overall care for those around her. Prior to her time on the show, she worked as a Cardiac Nurse in NYC. In the villa, she became the queen of affirmations and showcased widely loved “Amaya-isms.” As someone who was authentically herself the whole season, Amaya made it clear that if you can’t accept her for who she is, then “maybe I’m not the book you should be reading.” She recently appeared in Peacock’s Love Island: Beyond The Villa Season 2.

FAQs

Q: What is the Herbal Essences “Scent Traps” campaign about?

A: The campaign features Amaya Espinal and highlights how Herbal Essences’ scents can leave lasting impressions, turning scent into a playful dating hack.