Turkish-based cosmetics and care company Kopaş Cosmetics has rolled out its latest campaign to promote its new XO perfume in deodorant form. Featuring local fashion designer Kittie Yiyi, the 30-second spot also stars two young designers from fashion school ESM OD, Sandra Yap and Joyee.

With the tagline “Live Xtraordinary”, the video was done in collaboration with Kingdom Digital and encourages consumers to embrace themselves and express their “xtraordinary” side by using XO Perfume deodorant.

In conjunction with the launch, Kopaş Cosmetics is also holding an Instagram contest where users can upload photos of their take on the xtraordinary looks inspired by the XO Perfume deodorant. By tagging XO and including the #MyXOLookBook in the caption, participants will be in the running to win a set of eight XO Perfume Deo products. The contest will run until December 2020. A+M has reached out to Kopaş Cosmetics for comment.

Brand manager Melis Us explained that the XO Perfume deo is specially tailored for trend-conscious young women who enjoy smelling great with luxurious scents at affordable pricing.

“We want to encourage young women to embrace their unique beauty with affordable luxury scents that resonate with every kind of personalities. We are excited to partner with Kingdom Digital to launch the XO Perfume deo and we look forward to adding that extra bit of flair to our consumer’s daily lives,” Us added.

Kingdom Digital’s digital art director Aaron Lee said it decided on the fashion-setting for the entire campaign as this perfectly defines the XO brand and the featured scenes.

According to him, fragrances are a beautiful blend of many things – fashion, art, and attitude. “Our aim was to incorporate these elements while portraying the different personas that reflect each scent throughout the campaign video. The XO brand may be new to the market but we’re confident that its unique properties, combined with our winning strategy, will be able to positively disrupt the market and attract the younger demographic,” he added.

The cosmetics brand appointed Kingdom Digital in January this year to handle digital duties for 10 months following a pitch held from October to December 2019. The agency is responsible for coordinating the official product launch of its perfume deodorant brand, XO, through a digital 360 strategic approach to reach the masses. The agency is also managing XO’s Facebook and Instagram accounts.

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