People Inc.’s Love at First Scent program transformed the Dove Holiday Treats Collection into a culturally craveable obsession through entertainment-first storytelling. By reimagining festive scents as the emotional heart of a playful, episodic holiday romance, the social-first campaign rooted in PEOPLE blended cinematic content and scroll-stopping short-form video to drive buzz, deepen connection with women aged 18–49, and turn seasonal inspiration into measurable engagement. The campaign also brought the obsession to life with immersive moments at the F&W Classic Charleston and BHG’s iconic Red Plaid Café.
