Billabong Pays For “Sex Wax” Smell In Stores

by The Editors on April 26, 2016

billabong_corp-tm.jpgBillabong’s retails stores have apparently gotten so far removed from being actual surf shops that they’ve been forced to hire a company called Mood Media (formerly known as Musak) to “develop a sound and scent” strategy to help their retails stores smell more authentic, according to a story on SportsOneSource.

The Mood team, in partnership with ScentAir, created a tailored scent solution for the Billabong stores as part of the new strategy. A fragrance called “Sex Wax,” based on the well-known surfboard wax brand, was developed to help customers experience the essence of the Billabong brand. . . “We are delighted to help Billabong create a bespoke in-store experience for its customers. By developing a new sound design and fragrance with Mood, Billabong can now plunge guests into an immersive experience based on our unique technology and creative solutions,” said Linda Ralph, International VP of Business Development at Mood.

It should be mentioned that this is a story we would have made up for April Fools Day had we cared enough about Billabong retail stores to make fun of them. Seriously, can action retail get any sadder than this?

[Link: SportsOneSource]

{ 1 comment… read it below or add one }

Josh May 11, 2016 at 11:56 pm

This has been happening for years idiots! At least they are using a smell that is well know by surfers and not generic glen 20 or febreeze!

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