The advertising world is experiencing a resurgence of a unique and engaging tactic: scented billboards. This return to multisensory marketing, particularly through innovative scent application, offers brands a tangible way to connect with consumers, bridging the gap between digital and physical experiences.
In April 2025, the women's body-care brand Billie launched a notable campaign in New York City. Their billboard invited passersby to scratch and release the aroma of their new Coco Vanilla scent. This interactive advertisement successfully blended a playful approach with sensory immersion, capturing significant attention. Following Billie's lead, other brands have also explored olfactory advertising. NYX-owned Smushy promoted lip balm scents, and Selena Gomez's Rare Beauty launched its debut fragrance using similar scented billboards, showcasing the strategy's broad applicability across diverse product categories.
Anthony Petrillo of Pearl Media highlights the potent engagement offered by smellable signage, allowing for intimate consumer interaction. Brands typically provide their scents in oil form, which is then infused into adhesive patches applied to the billboards. The size of these patches can be adjusted to enhance creative design and impact. Maintaining the integrity of the olfactory experience requires regular replenishment of these scent patches, as both consumer interaction and environmental factors can diminish the fragrance over time.
The resurgence of scratch-and-sniff technology taps into a rich history. While the concept of imbuing paper with scent dates back to early 20th-century German scientist Wilhelm Haarmann, modern scratch-and-sniff stickers gained widespread popularity in the 1970s, with Don Warmack at 3M credited for significant advancements. Initially appearing in children's books and as rewards, the technology soon found its way into magazine advertisements, particularly for perfumes, allowing consumers to experience a scent before purchase. This historical precedent underscores the enduring appeal of scent as a direct communication tool.
This revival is more than a nostalgic nod; it's a strategic response to the demand for deeper consumer engagement. In an era saturated with digital stimuli, brands are seeking authentic, memorable experiences that resonate on a more fundamental level. The power of scent marketing is well-documented, with research indicating its direct impact on emotions and memory due to the olfactory system's connection to the brain's limbic system. Studies suggest that pleasant scents can significantly influence consumer behavior, increasing dwell time in retail spaces and positively impacting perceptions, with some research indicating an increased intent to purchase by up to 84%. By engaging the sense of smell, brands can create a more immersive brand narrative, fostering stronger emotional connections and encouraging a more profound appreciation for their offerings. The return of scented billboards signifies a broader movement toward sensory marketing, where brands prioritize creating memorable, multi-dimensional experiences that speak to consumers on a more personal and impactful level.