Bath & Body Works Unleashes Holiday Scent at Grand Central NOW

UPDATE: Commuters at Grand Central Terminal in New York City are experiencing a festive twist during their daily travels, as Bath & Body Works has launched a unique scent campaign that fills the air with holiday fragrances. This initiative, which features the popular “Fresh Balsam” scent, aims to enhance the bustling atmosphere of one of the city’s busiest transit hubs.

As of now, commuters are greeted by the inviting aroma of vanilla and fresh pine while navigating the crowded platform of the 42nd Street shuttle. This olfactory experience, part of a strategic advertising campaign, involves the release of fragrance through diffusers strategically placed along the platform and in connecting tunnels. The campaign runs through November 2023 and is estimated to disperse between 20 to 30 pounds (9 to 14 kilograms) of fragrance by the end of the month.

Many commuters, like Jerome Murray, have expressed appreciation for the pleasant scent. “It smells better than the normal New York City tunnels,” he said, highlighting a stark contrast to the typical odors found in the subway system. Kelly Rodriguez, 23, described the aroma as “very Christmassy,” while Kathleen Baptiste, 60, noted that it reminds her of “fabric softeners,” showcasing the emotional resonance the scent has with travelers.

Despite the overwhelming foot traffic—with trains arriving every four to five minutes—some riders have missed the diffusers entirely, assuming the pleasant smell is simply another passenger’s perfume. The Metropolitan Transportation Authority (MTA), which oversees the city’s transit network, confirms that this is the first campaign of its kind within the subway system, aiming to generate new revenue streams while enhancing rider experience.

To ensure safety and mitigate potential backlash, the MTA conducted a pilot test of aroma-based advertising last year in stations across Queens and Brooklyn. According to Mary John, the agency’s director of commercial ventures, the MTA has not received any complaints regarding the current campaign, indicating a positive reception among commuters.

Jamie Sohosky, chief marketing officer at Bath & Body Works, stated that “Fresh Balsam” was selected for its popularity as a holiday scent. Grand Central Terminal was deemed a fitting location for the campaign, given its high volume of foot traffic as commuters connect to various trains throughout the day.

As this unique advertising experiment unfolds, it is clear that the infusion of holiday cheer into the daily commute is resonating with many. Commuters are invited to take in the festive aroma while navigating the busy terminal, a refreshing change that may just become a seasonal highlight for New Yorkers.

Stay tuned for more updates on this innovative advertising campaign as it continues to capture the attention—and noses—of commuters across the city.