Commuters passing through one of New York City's busiest subway stations are experiencing an unexpected sensory transformation this November. The typically pungent odours of the underground have been replaced by the comforting aromas of vanilla and fresh pine in what authorities confirm is the network's first-ever 'aroma advertising' campaign.
A Festive Transformation Underground
Bath & Body Works, the American retail chain specialising in personal care products, has launched this innovative marketing initiative at Grand Central station's 42nd Street shuttle train platform. Throughout November, discreet diffusers attached to steel girders above the platform and along connecting tunnel walls are actively releasing the brand's 'Fresh Balsam' fragrance into the air.
The campaign represents a significant departure from the usual assault of industrial and bodily odours that characterise New York's subway system. By the time the initiative concludes at month's end, Bath & Body Works anticipates having dispersed between 20 and 30 pounds (9 to 14 kilograms) of fragrance throughout the busy transit area.
Commuters Notice the Difference
Reactions from passengers navigating the station have been largely positive, with many appreciating the seasonal upgrade to their daily commute. "It smells better than the normal New York City tunnels that we normally smell here," observed commuter Jerome Murray. "So yes, I appreciate it."
Other riders described the scent as distinctly festive. Kelly Rodriguez, 23, identified it as "a pine scent, very Christmassy," while Kathleen Baptiste, 60, noted it reminded her of fabric softeners. The area affected forms one of the station's busiest sections, with crowds transferring to and from the Times Square shuttle every four to five minutes.
Pioneering New Advertising Revenue
The Metropolitan Transportation Authority (MTA), which operates New York's subway and bus networks, confirms this marks the first campaign of its kind within the transit system. The initiative forms part of broader efforts to generate new revenue streams for the transport network.
According to Mary John, the MTA's director of commercial ventures, the agency conducted careful testing before approving the scented campaign. "The agency tested a pilot of aroma-based ads last year in stations in Queens and Brooklyn to review the safety and gather feedback," she explained, noting that no complaints have been received since the Grand Central launch.
Jamie Sohosky, Bath & Body Works' chief marketing officer, explained the strategic thinking behind the campaign. The company selected its 'Fresh Balsam' fragrance because it represents one of the brand's most iconic holiday scents and a long-running seasonal favourite. Grand Central station was chosen as the launch site due to the enormous volume of commuters passing through while connecting to other train services.
The subtle nature of the scent means some commuters pass through without noticing the aromatic enhancement. Those who do spot the visible vapour bursts from the diffusers can learn about the campaign from posters displaying the message: 'Notice a new scent?'
