CJ WORX Bangkok and JOURNAL redefine fragrance marketing with NFC-enabled wearable tester

When JOURNAL, a Thai fragrance brand rooted in traditional wisdom and modern storytelling, set out to make a bold market debut, they turned to CJ WORX Bangkok. Together, they launched the Magnetic Attraction campaign, not just to promote a product, but to redefine how scent can create human connection.

The result? Over 50% sales growth in the first week, viral traction across Asia, and a new standard for how creative innovation can drive brand success.

Campaign Highlights
• Launch Sales Surge: Over 50% increase in product sales in the first week.
• High Engagement: Exceptional traction across social platforms from interactive, shareable experiences.
• Brand Buzz: Widely discussed across Asia’s beauty, tech, and marketing communities.

The campaign launched with a striking brand film under the concept “Magnetic Attraction”, showcasing the allure of silky, fragrant skin. Starring PP Krit Amnuaydechkorn, one of Thailand’s most beloved performers, the film tapped into a powerful modern insight: people crave meaningful sensory-based connections, not just visual impressions.

At the center of the campaign was the Magnetic Attraction Tester Wristband, a wearable body oil tester embedded with NFC technology. Consumers could simply tap wrists to exchange social handles or contact info—turning a product trial into a memorable, personal interaction.

“Most testers get thrown away. We designed one they wanted to wear—something that let them feel, connect, and live the brand’s core value: true attraction. They didn’t just try it. They connected. And that… is priceless,” said Thananya Suteerachai, Managing Director, JOURNAL.

Kritkhanin Sornchan, Creative Director, CJ WORX, said: “For us, a tester is never just a sample. It’s a brand touchpoint—an experience. And it should live beyond a single try.”

By blending scent, tech, and behavior insight, CJ WORX didn’t just design a wristband. They built a platform for connection—where one simple gesture could turn curiosity into conversation, and a product into a relationship.

The campaign’s impact extended far beyond the screen. A high-energy launch event, real-time social content, influencer reviews, and organic user-generated posts elevated JOURNAL from a new product to a buzz-worthy lifestyle brand in record time.

“This wasn’t just a beautiful ad. It’s business strategy in motion—powered by consumer truth, creativity, and execution,” said Saharath Sawadatikom, Creative Chairman & Founder, CJ WORX.

From the Magnetic Attraction film to the wristband, CJ WORX helped JOURNAL craft a cohesive launch ecosystem—blending content, product design, experiential marketing, and smart tech into one seamless experience.

Whether you’re launching something new or redefining your brand, CJ WORX is more than a creative agency. We’re strategic partners that understand what moves people—and what grows business. From data to design, tech to storytelling, our team is ready to turn your next idea into something unforgettable.

Following the successful debut, JOURNAL is gearing up to launch new scents, expand its online and offline presence, and build a pan-Asian fragrance footprint. With a THB 500 million sales target for 2025, the brand continues its journey—backed by the creative and strategic force of CJ WORX.