Rexona Lift Experiment

Many Indonesians don’t think that sweating a little bit matters, so why bother with deodorant? Yet they also told us they had a strong dislike of others with body-odour in public.

So we undertook a small experiment in a real workplace lift to bring the issue to life. We sprayed a test subject with a potent odour and let her loose on the unsuspecting lift passengers. 

Rexona scientists engineered a potent ‘odour producing’ bacteria formula just for us to use on our willing test subject. It didn’t mimic body odour... combined with skin it made REAL body odour. 

The short film proved to be super successful: 7 million views makes The Lift the most watched piece of Unilever branded content in Indonesia, ever. It has been so successful that other markets are trying it too, including Brazil, Russia, Africa, India and Sri Lanka.