Rare Beauty launches scratch-and-sniff billboards for new fragrance

In a move to blend traditional advertising with a modern, sensorial experience, Rare Beauty has launched an interactive out-of-home campaign for its new fragrance, Rare Eau de Parfum. The campaign features scratch-and-sniff billboards in New York City, giving consumers an exclusive opportunity to smell the scent before its official launch. 

The activation, a collaboration with Shopify’s Shop app, utilizes a QR code and geogated technology. By scanning the code, users can verify they are within the billboard’s specific zone and request a mail-in rollerball sample. This approach turns a static ad into a dynamic sampling channel, addressing the challenge of communicating a fragrance’s unique notes through digital marketing alone. The company strategically chose New York City for its walkability, placing three billboards in Manhattan’s Soho and Chelsea neighborhoods to maximize engagement. 

The campaign highlights a growing trend in out-of-home advertising, where the medium is being used for more than just brand awareness. Industry experts note that creative executions like this, which are tactile and connect with mobile technology, are transforming billboards into immersive brand experiences. The company is working with the TYB platform for the sampling portion and measures the campaign’s success by the number of samples distributed and the level of social engagement it generates among its target Gen-Z audience. This initiative builds on Shopify’s recent history of geogated OOH partnerships with other major brands, demonstrating a commitment to helping merchants strengthen their customer relationships.