There’s a strange scent in the air around the city — and it’s not just the smell of garbage in August.
Three scratch-and-sniff billboards for Selena Gomez’s Rare Beauty have been installed in Manhattan. When passersby agitate specific areas on the advertisements, they get a whiff of the new Rare Eau de Parfum — the first fragrance from the phenomenally popular cosmetics brand.
“This makes me feel like I’m in elementary school,” said Melanie Peralta, a 34-year-old consultant who lives in Bushwick and smelled one of the billboards in Soho, on the corner of Grand and Lafayette, on Wednesday morning. “It reminds me of those smelly markers growing up.”
Support authors and subscribe to content
This is premium stuff. Subscribe to read the entire article.
Login if you have purchased
