Rare Beauty's Scratch-and-Sniff Billboards: A Scent-Sational Experience in Manhattan
A unique olfactory experience has taken over the streets of Manhattan with the installation of scratch-and-sniff billboards for Selena Gomez's Rare Beauty. These billboards offer a sneak peek into the brand's first fragrance, Rare Eau de Parfum, by allowing passersby to scratch specific areas on the ads to release the scent. The billboards, located in Soho, Canal Street, Broadway, and the Highline, are as large as 25-by-7 feet and have been captivating the attention of New Yorkers since late July.
The concept behind the scented billboards involves the use of scented ink wrapped in microbubbles that are printed onto different parts of the billboard. When scratched, these microbubbles release the fragrance, creating an interactive and engaging experience for those who encounter them. Rare Beauty aimed to evoke nostalgia with this activation, drawing inspiration from the iconic magazine perfume peel-offs many of us remember from our childhood.
Fans of the fragrance can further explore the scent by scanning a QR code on the billboard, which directs them to a Shopify app where they can order a free sample. The fragrance is set to hit stores on August 7, generating excitement among consumers who have already shown interest in the unique marketing approach. Despite some germ-conscious individuals expressing reservations about touching public surfaces, the allure of experiencing the fragrance firsthand has enticed many to participate in the interactive billboards.
The billboards have garnered significant attention on social media, with an announcement video receiving over six million views on Instagram, making it one of Rare Beauty's top-performing posts of the year. While some New Yorkers remain cautious about engaging with the billboards due to hygiene concerns, others, drawn in by their admiration for Selena Gomez and the allure of the fragrance, have embraced the opportunity to scratch and sniff. The blend of nostalgia, innovation, and celebrity appeal has made the scratch-and-sniff billboards a memorable and engaging marketing initiative for Rare Beauty.