Pure Michigan, the state’s travel brand, and The Aroma Labs, have introduced the first of four seasonal scents being made available to consumers as part of a slow travel initiative.
The summer-themed fragrance FRESH, which is now available as a spray for linen, rooms, and the body, was first created in a limited distribution.
Future fragrance releases will include HARVEST in the fall, FIRST SNOW in the winter, and AWAKENING in the spring.
“Our sense of smell has a unique ability to transport us in time and space,” says Kelly Wolgamott, vice president of Pure Michigan, part of the Michigan Economic Development Corp. in Lansing.
“These fragrances were designed to enable people to revisit a favorite vacation memory, anticipate an upcoming season, or experience a moment of the relaxation they feel in Michigan.”
To market the fragrances, readers of Food & Wine, Magnolia Journal, Midwest Living, Travel & Leisure, and Real Simplemagazines received a “scratch and sniff” preview of FRESH in a first-of-its-kind scent card distribution in their respective May/June issues.
“Most adults have familiarity with perfume or cologne fragrance inserts in magazines; our intent with creating a destination fragrance insert was to more fully express the Pure Michigan destinations featured on the pages and make it multisensory,” says Wolgamott. “Readers will soon have the chance to experience our next seasonal fragrance, HARVEST for fall, in a similar fashion.”
FRESH can be purchased at thearomalabs.com/pure-michigan or at The Aroma Labs store locations in Detroit, Grand Rapids, Kalamazoo, and Chicago in a 4 oz. spray format.
“At The Aroma Labs, we see daily the power of scent to connect to memories, evoke specific emotions, or even unlock a sense of identity,” says Tanya Thompson, owner and founder of The Aroma Labs.
For more information, visit michigan.org.
