With this campaign, Downy wanted to enter the beauty world and appeal to their creative, sensorial target. She loves runway reality, but is not happy with a passive watching experience. So we invited her to take part in a new kind of reality show, Discovering Radiance, where she helps three designers as they create scent-based fashion lines. She interprets the Radiance Collection scents much like the notes in a perfume or a glass of wine. Then with our online tool, creates mood boards to inspire the designers. She gives input when they needed advice, and even gets messages from them on her mobile. In the end, she will help put one designer on the red carpet of the People’s Choice Awards. And the winning designer may even choose her to come along and debut the dress she helped create.

While this digital campaign is still in progress, it has helped position Downy within the world of fashion and beauty. By turning the Radiance Collection into a rich palette of fabric and creativity, we're making an emotional connection with our audience, and transforming the way she thinks about fabric softener.