Harian Metro, the number one newspaper in the country, collaborated with iconic beauty brand Lux to deliver an enchanting experience to its Klang Valley readers with its Sunday’s edition, Metro Ahad July 29, 2012 issue. Using the spray technique, Metro Ahad is transformed into a fragrant half wrap newspaper with Black Orchid smell that will mesmerize its readers.

The collaboration was part of Lux “Bewitch” campaign to promote its body wash collection that aimed to deliver a truly indulgent skin treat, infused with an intoxicating fine fragrance to its consumers. Metro Ahad was selected as the medium of promotion as it is the highest circulated newspaper in Malaysia, thus enables Lux to reach its target consumers more effectively. As a newspaper that is known for its sensational news coverage and articles, Harian Metro/Metro Ahad is the best platform for Lux to intensify their consumers’ senses with the sensationalized fragrance of their products.

Group Editor of Harian Metro, Datuk Mustapa Omar said the collaboration with Lux was one of Harian Metro’s initiatives to give a unique but captivating reading experience to its readers. He applauded Lux for their exceptional campaign promotion and hope it will set an example for other companies to explore other innovative promotion campaigns with Harian Metro in near future.

Mindshare, the media agency for Lux, was entrusted with the task of getting consumers to experience the fine fragrances encapsulated in every Lux bottle. Using its proprietary research tool 3D, the Mindshare team chose newspapers, which have got high reach (68% reach among Lux TA), as the best medium to carry forth this message. The team also learnt from successful Unilever examples in other countries where newspapers were used to give a “fragrant experience” to the end-consumer, and re-applied them for Lux in Malaysia.

The spray technique used for Metro Ahad’s July 29 issue is a new improved technique to produce scented newspaper. The technique requires the usage of pure essential scented oil to be sprayed on the newspaper that will leave the smell to linger for several days. In the past, newspaper publisher used scented ink technique, a mixing of printing ink with fragrant liquid to produce scented newspaper while magazine publisher used micro capsule printing ink technique for their scented ads.