The rare beauty

There is a strange smell in the air around the city – not only the smell of garbage in August.

Three advertising boards of scratching and SNIF are installed for the rare beauty of Selena Gomez in Manhattan. When passers -by raises specific areas for ads, they get a whiff of rare rare rare – the first fragrance of the famous cosmetic brand.

“This makes me feel at the primary school. “It reminds me of these bad signs.”

It took five scratches for her to get a blow from the perfume – she was scratching in the wrong place at first – but she was finally satisfied.

“It is a good smell, like light vanilla,” she said. “I am more interesting because I want to smell the actual fragrance now.”

To make advertising paintings that are also located in Canal Street, Broadway, Highline and West 27th, which are large to 25 feet-rare beauty and fragrant ink.

The ink was then wrapped in the mini bubbles that were printed on different parts of the advertising panel. When scratched, they release the perfume. Advertising panels, installed in late July, until August 10, are updated regularly to keep the smell strong.

“The post has been inspired by something that many remember from growth.” We wanted to re -conceive in some way. ”

One woman was anxious to look a strange smell on the wall.

The scent lovers, which will be released in stores on August 7, can erase the quick response icon on the advertising panel, which you will link to the Shopify app where they can order a free sample.

Although it is impossible to know the number of people who inhaled advertising paintings, their advertising tape has received more than six million views on Instagram, one of the best performance of the company for this year.

Some of the New York residents refuse to participate.

“I do not want to touch on anything to touch all these other people,” said Simon Skahay, 37, who runs students of longevity. “This is Manhattan! You don’t touch things and then smell them. You never know what you’ll get.”

But he added, “For $ 100, I will do it.”

He was 38 years old, who was working in the Pottery Studio, just or lower than the Soho painting, was also scary.

“Since the times, I tried not to touch public things.”

But her curiosity – and her admiration for Selena Gomez, who was also on the advertising board – persuaded her.

“Selena is perfect, she’s adorable. I love her,” said the woman, who refused to give her name. “I decided that I just wanted to try it.”

Regardless of germs, she was worried about what others thought about the smell of ads.

She said, “I do not want people to ask what I do in inhaling a wall.”