Romane Gentilfreelance graphic designer Send me a brief FREN

Neutraliz

Selling the smell of… nothing. Static ads for a natural diffuser that neutralizes bad odors, designed from first contact all the way to purchase.

A project done in collaboration with Agence Short for its client Neutraliz. A team handles strategy and messaging; I come in at the end of the process, as the designer who creates and produces the visuals.

Client: Neutraliz
Context: In collaboration with Agence Short
Sector: Home, e-commerce
Platforms: Meta (Facebook, Instagram)
Formats: Square 1:1 and vertical 9:16
Role: Graphic designer: I design and produce the visuals

Neutraliz Black Friday ad: 15% off diffusers

Neutraliz ad: bye-bye dog smell, a happy dog, a home that smells good

Neutraliz ad in 9:16: zero smell, zero effort

Neutraliz ad: you love your dog, the smell on the couch not so much

UGC-style Neutraliz ad: a woman holds the diffuser, her dog in the background

The starting point

The product

A small metal tin you open in the room: 52 essential oils, dry diffusion, no flame, made in France. It doesn't add fragrance; it neutralizes odors at the source.

The challenge

You can't photograph a smell, and a metal tin is still a metal tin. The job was to make a problem visible (the dog, the litter box, cooking smells) and show the difference from a candle or a spray at a glance.

Warm visualsGolden light, lived-in interiors, pets on the couch: we're selling a home that smells good, not a product.

The product as heroThe red and silver tin appears in every visual, so people recognize it from one ad to the next.

Headlines that hit homeBold serif type, a cheeky tone, the problem named as it is: "Your home smells like dog."

An ad for every stage

Someone discovering the brand doesn't need the same visual as someone on the fence about ordering. The ads are designed for each stage of the funnel: build awareness, reassure, drive purchase.

TOFU

Build awareness

We talk about the problem before the product. The dog, the cat, the comparison with a candle: everyone sees themselves in one of these situations.

Problem / solution ad: candles, airing out and masking diffusers versus Neutraliz — The problem, the solution

Comparison ad: scented candle versus Neutraliz — Candle vs Neutraliz

Illustrated ad: a little cloud of smell on the couch, next to a sleeping dog — The smell, personified

UGC-style ad: a customer shows the diffuser with her dog behind her — UGC-style static

MOFU

Reassure

At this stage, people know the product but have doubts. We let customers do the talking and answer questions before they come up.

Five-star customer review ad with a dog in the foreground — Customer review

Ad: why more and more households are switching to Neutraliz, four reasons — 4 reasons

Ad: over 50,000 diffusers sold and loved, surrounded by reviews — Proof in numbers

Ad styled as a Google search: how to get rid of dog smell in the house — Google search

BOFU

Drive purchase

The price, free shipping, the promo: more direct visuals, with the offer readable in a second. Black Friday got its own series.

Price ad: your natural diffuser for €17.80 — The price

Post-it ad: free shipping on your first order — Free shipping

Black Friday ad: 15% off Neutraliz, Post-it on the diffusers — Black Friday

Black Friday ad: 15% off Neutraliz, pink background — Black Friday

Same visual, different argument

The layout and the product stay the same; only the argument changes. That way we see which one gets the most clicks. Try it:

The argument: "30 min for a home that smells clean."

Neutraliz ad: 30 min for a home that smells clean

Keep what works, iterate

When an ad works, we don't start from scratch: we keep what works (the photo, the mood) and change one element at a time. The subject, then the argument.

Iteration: you love your dog, the smell on the couch not so much — Iteration 1: the dog

Iteration: he's allowed on the couch, his smell much less so — Iteration 2: the couch

Iteration: you love your cat, the smell of its litter box not so much — Iteration 3: the cat

Iteration: price and free shipping on a living room photo — Price + shipping

Iteration: price and social proof on a kitchen photo — Price + social proof

Iteration: price and social proof on a dog photo — Same message, different setting

Ads that don't look like ads

In stories, people scroll fast. A WhatsApp chat, a tweet or a Google search stops the thumb because it looks like real content. Each interface is rebuilt pixel-perfect.

9:16 ad styled as a WhatsApp chat — WhatsApp

9:16 ad styled as an iMessage chat — iMessage

9:16 ad styled as a Facebook post with comments — Facebook comment

9:16 ad styled as a tweet with dog photos — Tweet

9:16 ad: a message signed by the founder of Neutraliz — Founder's note

9:16 ad styled as a Google search — Google search

Designed for every format

Every concept exists in square for the feed and 9:16 for stories and reels. The layout is reworked each time: the product and the message stay clear of the areas covered by the interface.

Zero smell, zero effort ad, square format — Zero smell, zero effort, square and 9:16

Zero smell, zero effort ad, 9:16 format — Zero smell, zero effort, square and 9:16

4 reasons ad, square format — 4 reasons, square and 9:16

4 reasons ad, 9:16 format — 4 reasons, square and 9:16

The deliverable

Ad series delivered in waves, each designed for one stage of the funnel, with several hooks and two formats. Enough to test continuously, keep the winners and iterate on them.

~50static ad concepts
3funnel stages covered: TOFU, MOFU, BOFU
2formats for each concept, square and 9:16

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