That story lent itself to the researching relationships — user connections to the soul of the brand and personal connectedness. Seeking stories –conceptions of the power of scent — exploring through testing the relationship of varying audiences to Camay, it was found that scent drove the equation. But there was more beneath the surface of the brand. It wasn’t merely the international audiences — sometimes deeper buried in the distances of India, the Middle East / Eastern Europe and Russia, South East Asia and finally, Latin America. What resonated in all was the conception of a psychic, even archetypal (mythic mother and mysterious legend of the hearth keeper) remote and “unreachable.” That psychic revelation, something that was tested and culled from participants — worldwide. Exploring that notion, the idea of that positioning — the feminine mystique, and the scent that might proclaim that proposition. Here, women (in the right markets) leapt at the equation — testing and query confirmed the standard.