Rare Beauty takes scent marketing to a new level with scratch & sniff billboards in Soho and Chelsea, NYC, promoting its first fragrance.
A Fragrance You Can Experience on the Street
These are not your typical billboards — they are actual scented displays that invite pedestrians to engage with the fragrance directly. By scratching the billboard, you can catch the first notes of Rare Beauty’s new eau de parfum before even stepping into a store.
Exclusive QR Code Samples
Adding a digital twist, each billboard includes a QR code that allows fans to claim an exclusive sample of the mini rollerball. This clever integration of physical and digital marketing boosts engagement and encourages social sharing.
@anastasia_shtompel Rare Beauty put up scratch and sniff billboards in New York (° And if you scan QR code and prove you're next to it - you get a perfume delivered to you! #selenagomez #rarebeauty #femalefounders #marketingstrategy #advertising ♬ original sound - anastasia_shtompel
A 10/10 Marketing Launch
This campaign is already making waves as a genius 10/10 launch for Rare Beauty. By combining innovation, interactivity, and sensory marketing, the brand has set a new standard for fragrance promotion in urban spaces.
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