Billabong Develops Retail ‘Sound & Scent’ Strategy

The "sound and scent" strategy will be implemented in 10 of Billabong’s stores in France and Spain, and will reflect Billabong’s “board culture” and values. The “Sex Wax” scent, based on the surfboard wax brand, was developed to help the customer experience the essence of the Billabong brand.

Additionally, Mood will renew the strategy every two months to ensure its originality and that Billabong’s customers have a unique experience each time.