Scratch and Sniff Ads for Selena Gomez’s New Fragrance in Manhattan
There’s an unusual aroma wafting through the streets of Manhattan, and no, it’s not just the typical summer trash smell.
Three scratch-and-sniff billboards have been set up, promoting Selena Gomez’s latest fragrance launch, the first from her hugely popular cosmetics brand. When people interact with specific spots on the ads, they get a whiff of a unique Eau de Parfum.
“It takes me back to elementary school,” recalled Melanie Peralta, a 34-year-old consultant, as she engaged with a SoHo billboard at the intersection of Grand and Lafayette. “It reminds me of those smelly markers I used to use.”
After making a few attempts—five, to be exact—because she’d initially been trying in the wrong area, she was thrilled to finally get the scent.
“It has a sweet, light vanilla fragrance,” she shared, “and now I just want to smell the actual perfume right away.”
Notably, the billboards, which measure 25 by 7 feet each, are located at Canal Street and Broadway, as well as Highline and West 27th. They’re designed to deliver this unconventional sensory experience.
The ink used on the billboards is encased in microbubbles, allowing it to release fragrance when scratched. These signs, installed in late July, are set to be refreshed frequently to maintain their scent up until August 10th.
Ashley Murphy, the vice president of consumer marketing at Rare Beauty, explained, “We were inspired by memories from our upbringing—like the way iconic magazine perfumes would smell. We wanted to reimagine that experience.”
Those eager to try the product before it officially launches in stores on August 7th can scan QR codes featured on the billboards. This links them to a Shopify page where they can request free samples.
While it’s hard to track how many people have tried the ads, a promotional video has racked up over 6 million views on Instagram.
However, some New Yorkers are hesitant to participate. “I’m not comfortable touching something everyone else has interacted with,” said Simon Sakai, 37, who owns a startup and passed by the billboard Wednesday morning. “This is Manhattan! You just don’t touch things, especially not when you don’t know what you might get.”
Yet he did add, “For $100, I’d be willing to give it a shot.”
A 38-year-old woman working in a nearby ceramic studio also expressed concern about germs, saying, “I’ve always tried to limit my exposure to public surfaces.” But her curiosity and admiration for Selena Gomez—who is featured on the billboard—inspired her to take the plunge.
“Selena is perfect; she’s just so lovable. I’m a big fan,” she said, opting to engage with the ad.
As she approached it, though, she confessed to some worries about what others might think of her smelling a billboard. “I do feel a little self-conscious about this,” she admitted.
