Camay, a bodywash infused with fine French fragrances, was competing in a highly saturated category. Our Perfume for Bath campaign revamped Camay’s communications to reflect the brand’s captivating Parisian credentials. Starting with evocative in-store point of sale and “fragrance tester” demos, and branching out into print and e-commerce, Camay had the highest growth out of all P&G brands in the Chinese bodywash category.
