The Campaign

We launched a perfume that shocked Taiwan. Inspired by studies that show chemical in women’s tears reduces men’s sexual desire, we created a fictional perfume: Tears Perfume. The product purportedly bottles up women’s tears to fend off sexual assaults.

Creative Execution

We launched Tears Perfume through an online video, a website and through social networks to discreetly reach out to real victims. When potential victims asked for a free sample, we gave them a far stronger solution: The Modern Women’s Foundation, an organization that rescues sexual abuse victims through legal counselling, psychological consultation and by providing a shelter.

Describe the success of the promotion with both client and consumer including some quantifiable results

This unconventional, fictional perfume captivated Taiwan, receiving 127,936 shares on social media in just 48 hours. More importantly, this allowed us to reach out to more victims who previously never sought help, with a 27% increase in calls to The Modern Women’s foundation.

Explain why the method of promotion was most relevant to the product or service

Tears Perfume is not a real product, however, it hasn’t stopped it from becoming a hot topic on various social networks. It began with, “What kind of perfume is that?” / “Girls are not sex machines!” to “We have the right to say no to unwanted sex.” In addition, in just 2 days, 150 people reached out for the redeemable free sample of Tears Perfume, and reached 127,936 people on Facebook alone.

While these women weren’t speaking up, they were yearning for a solution. At the same time, they wouldn’t respond to an overt message to intimate partner sexual violence victims, as they fear retaliation from their partners. Worse still, many aren’t even aware that sexual violence, even by intimate partners, is wrong, let alone know that there’s help available. So a more discreet approach was needed