As professional copywriters, we usually pride ourselves on being the sharpest pens (keyboards?) in the room. We labor over syllable counts and brand voice for hours. But then RuPaul’s Drag Race Season 18 drops a Scentbird mini-challenge, and the queens decide to remind us that we are all just living in their world.
We are officially in awe (and slightly threatened) by the sheer copywriting marketing genius that went down in the Werk Room this week.
Yes, on March 13’s episode of RuPaul’s Drag Race, the queens proved something fragrance lovers have known forever: Transformation doesn’t start with makeup and drag, it definitely starts with a carefully chosen scent.
In case you missed the episode, and how dare you, for the mini-challenge, the queens had to pick a fragrance from the Yasss, Queens! collection proudly displayed on Scentbird’s wall, throw themselves into quick Before-and-After drag, and film a perfume commercial that could sell fantasy in under a minute. We satiate your curiosity and will retell some of the most interesting moments, but after you read this, promise you’ll run to catch the episode.
It all started with: Open Those Nostrils
RuPaul kicked things off with the instructions every fragrance fan secretly dreams of hearing:
“Say it and spray it.”
The queens browsed the Scentbird Yasss, Queens! lineup like glamorous bloodhounds in a Sephora aisle. Choices included scents from brands like Confessions of a Rebel, Heretic, DS & Durga, Deck of Scarlet, and The Phluid Project.
The Ads That Deserve Cannes Lions (Or a Group Therapy Session)
Jane Don’t for Bitch, Please by Confessions of a Rebel:
“You kiss your mother with that mouth? Bitch, please by Confessions of a Rebel. I’m not delusional, you are.”
Honestly? That’s already better copy than half the fragrance industry.
Darlene Mitchell for Steamed Rainbow by D.S. & Durga:
“Life is 80% aspiration, 20% perspiration. Steamed Rainbow by D.S & Durga… smell all my colors.”
Which is also how most perfume launches are funded. Also, Pantone is reportedly still recovering.
Discord Addams for Eau Yes by Confessions of a Rebel:
“I’ve never met a stranger that I didn’t love. Eau Yes by Confessions of a Rebel, for the gal who has everything except boundaries.”
When I give this perfume as a gift to my best friend, this is what I’ll write on the card. Thanks, Discord Addams!
Myki Meeks for I’m Expensive by Deck of Scarlet
“Men say I’m high maintenance. I prefer luxury model. I’m Expensive by Deck of Scarlet, for the bitch who’s fully loaded.”
And honestly, if that isn’t a fragrance tagline already, we need to call legal and trademark it stat.
Juicy Love Dion for Intention by The Phluid Project:
“People say I am full of it… and they’re right. Intentions by The Phluid Project. That’s my power you’re smelling.”
We’re calling it, confidence is the strongest base note in perfumery.
Kenya Pleaser for Dirty Peach by Heretic Parfum:
“I like my wig how I like my relationship: messy. Dirty Peach by Heretic. Bad choices smell good.”
Perfect ad for the messy relationship enthusiast.
Nini Coco for Catch Feelings by 5 Sense
“What’s love got to do with it? You tell me. Catch Feelings by 5 Sense. I’m not angry, I’m disappointed.”
Tina Turner would approve.
And the Winner Is…
The mini-challenge crown went to Myki Meeks, who apparently proved that nerve, talent, and a perfume line we’re so impressed with is the formula for victory. Condragulations from team Scentbird.
Want to smell as expensive as a queen who just won a mini-challenge? Catch the whole Yasss, Queens! Collection here.
