Europe's leading perfumery retailer, DOUGLAS is involved in this sustainability problem from several perspectives. On one hand, the natural ingredients in the perfumes it sells are constantly diminishing. But on the other hand, this problem will not concern its customers until they feel its effects on their own skin. Therefore, the company needed a solution that could draw attention to the future in the present.

DOUGLAS in cooperation with a world famous perfumer created a limited edition product: Eau De Parfum 2050 that helps people experience the scent of the future.

2050 is a limited time only fragrance, asking the question: what would perfumes smell like if floral and plant ingredients went extinct? The twist? This parfum concept has no scent at all because of the missing natural ingredients.

Douglas launched this fragrance concept in Hungary using a well-known category tactic: free fragrance samples. A unique QR code directed people from sample cards to 2050's product site: where DOUGLAS in partnership with a world-famous perfumer highlighted the alarming effects of climate change on key plant species.

Thousands of DOUGLAS customers received the free fragrance sample through e-commerce in April 2024 - with the company packing it next to its perfume orders. And others could get it in person in Hungarian flagship stores where DOUGLAS used its POS materials to communicate 2050.

To reach even more people, DOUGLAS placed the sample of the 2050 fragrance - but of course, with no scent at all - into a special edition of ELLE Hungary in April 2024.

With the help of 2050 free fragrance sample, local beauty influencers, press releases, and even morning show interviews, the campaign reached 1,504,000 people in Hungary and generated a huge buzz around 2050, a limited-time fragrance designed to raise awareness that our time to act is limited.