Following last year's Huat perfume, DBS Bank makes a move into home fragrance this CNY

Following its huat money-scented perfume, Asian bank DBS is going above-and-beyond for this year's Chinese New Year (CNY) with its newest home scent "Abundance". The limited-edition scent is reminiscent of mandarin oranges, a well-known symbol of prosperity during the festive period. 

Created in collaboration with creative agency The Secret Little Agency, who worked closely with perfume laboratory Oo La Lab to develop the scent from scratch, the refreshing yet warm fragrance aims to encapsulate festive blessings, mirroring the essence of Lunar new year traditions of sharing good fortune and joy with loved ones. 

As part of the festive celebrations, the bank will be giving away 4,500 bottles of the exclusive home scent to its customers, to complement the bank's QR Ang Bao (red packet) gifting option. Customers can redeem a free bottle of "Abundance" when they gift a minimum of SG$8 via eGift, QR Ang Bao, or PayLah! at various activations across the country, including Our Tampines Hub and River Hongbao 2025 at Gardens by the Bay. 

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“Following the success of last year's Huat Eau De Parfum fragrance, which we created to complement our QR Ang Bao gifting experience, we are excited to gift 'Abundance' to our customers this year in the form of a home scent," said Lim Bee Bee, head of marketing, Consumer Banking Group, DBS Singapore.

She added, "This initiative is part of our broader efforts to promote digital gifting, which also includes enhancing our eGift solution to allow for greater personalisation and launching our ‘$8,888 Abundance’ giveaway". 

"Last year we bottled the scent of ‘huat’; this year we’ve evolved to capture the sweet smell of 'Abundance', a home scent that evokes warmth and overflowing prosperity into our homes to add a fun, unique sensory experience to our annual traditions,” said Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency. 

They added, "We wanted to bottle the festive spirit that Lunar New Year is known for, with a scent that wafts through our homes and corridors of our neighbourhoods reminiscent of the good fortune and prosperity the season brings". 

DBS Bank isn't the only organisation using aromas to reel their customers in. Earlier this month, SBS Transit and Singapore-based fragrance brand Lynk Fragrances joined hands to launch a new campaign to spruce up MRT stations along the Downtown Line (DTL). The collaboration brought a fresh pine-inspired scent to stations such as Stevens, Newton, Little India, Downtown, Telok Ayer and Bencoolen. 

Diffusers built into blue boxes were placed around each station to emit the cozy scent titled 'Frosted Fir', prompting commuters to scan a QR code displayed on each box to submit feedback. 

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