Purdy & Figg’s Scent Steals Christmas and Turns Santa Into Clean-Freak

Forget presents. Forget sleigh bells. This Christmas, Purdy & Figg cleaned up. Literally.
In a single night, the natural cleaning brand’s Christmas campaign launched with aplomb, with a festive film created by 10 Days London. This supported the brand’s overall festive campaign, which delivered the goods commercially, with £1m in sales - its biggest day ever.

Titled ‘The Scent That Stole Christmas,’ the spot opens on a picture-perfect Christmas Eve until Santa gets a whiff of Purdy & Figg’s cult favourite Frankincense & Myrrh. Mesmerised, he ditches his sleigh and dives headfirst into an all-night cleaning frenzy. By dawn, the stockings are empty, but the house? Absolutely gleaming.

“It’s not every day you get to make a brand ruin Christmas,” said Jolyon White, chief creative officer at 10 Days. “It’s got the perfect tension - a scent so good it makes Santa lose all sense of time on the most important night of the year. He’s swearing, the kids are in tears, but somehow, it’s still Christmassy. And if a scent can make Old Nick forget his job, you’re not just selling cleaning products.”

With live-action storytelling, cinematography worthy of a modern Christmas classic, and an original jazz score by Dominic White, chief music officer at 10 Days, the film delivers a festive mix that’s charming, cheeky, and brilliantly effective.

The music plays a starring role. A bespoke jazz composition that captures the magic of Christmas while staying unmistakably Purdy & Figg. Composed to bring the scent to life and echo the brand’s previous campaigns, it weaves festive familiarity with a modern twist. “We could have used a recognisable track,” said Dominic. “But we saw this as a chance to create something that sounds like Christmas and Purdy & Figg all at once.”

The results turned Christmas cheer into commercial gold. Over 60,000 people joined the waitlist, sales smashed the £1 million mark within 24 hours, and ‘Frankincense & Myrrh’ became the brand’s most successful campaign to date. What started as a limited-edition drop is now the cult classic scent of Christmas.

“This campaign with 10 Days has been a special one, our very own John Lewis moment. Something beautiful, cinematic and full of joy that’s reached millions of homes across the UK.” said Rufus Neville, marketing director of Purdy & Figg.

The campaign is now live across digital and social media platforms. Now that’s the magic of a great Christmas ad.