Scratch & sniff, tap & buy: Rare Beauty went all in
- Alejandra Salazar
- Oct 3
- 2 min read
I stopped by the hashtag#RareBeauty Eau de Parfum billboard in the streets of hashtag#NYC, and here’s my HONEST review as a marketer. Even though the scratch & sniff billboard felt a bit weird, the access-through-location product experience was GENIUS.
👏 Drive-to-billboard is the new drive-to-store. Loved how the same billboard was connected to a digital BUYING experience: if you were nearby, the app detected your location and gave you access to a product sample and the option to purchase instantly. This doesn’t just activate the physical touchpoint but gamifies the path to purchase.
🥲 It all started with the innovative scratch & sniff billboard, inviting you to rub a patch on the street to smell the new fragrance. A bit uncomfortable — because the street tends to be dirty and then you need to smell your hands, yes — but totally disruptive.
❤️🩹 What I loved the most? The intentionality behind the product’s inclusive design. According to a consumer study with individuals with upper extremity mobility limitations, 96% said the oversized pump made it easier to use, and that they could unlock and spray the fragrance more easily — people first ALWAYS.
What are your thoughts? When I first saw the news, I thought the scratch part was super cool — but experiencing it first hand, I didn’t really love how it felt. Sometimes, a concept looks cool but feels weird in practice.
ADWEEK Ad Age Campaign US Digiday Fast Company James Cooper Luz Corona Gillian Follett Jeanine Poggi Sabrina Sanchez Bianca B., Kendra Barnett, Alison Weissbrot Emma Thumann
I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency. I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.
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