A Pleasant Scent or Forced Inhalation? NY Aroma Ads Highlight the Issue of "Air in Public Spaces"

"That" NY Subway Now Has a Pleasant Aroma

Oil, metal, and the smell of people. When you think of the New York subway, what comes to mind for many is the not-so-pleasant "that smell."

However, this holiday season, a platform that defies that image has emerged. The entire shuttle platform at Grand Central Station is enveloped in a scent reminiscent of a Christmas tree lot, like a mix of vanilla and fir trees.The Independent

The source of the scent is the hugely popular American fragrance and body care brand, Bath & Body Works. This is an "olfactory advertisement" using their holiday fragrance "Fresh Balsam," essentially an aroma ad.Retail Dive

42nd Street Shuttle Becomes "Grand Scentral"

The scent wafts through the platform and connecting passageway of the 42nd Street Shuttle, which links Times Square and Grand Central. Small diffusers are lined up on the beams and walls of the platform, releasing a gentle mist at regular intervals. It is planned that a total of 20 to 30 pounds (approximately 9 to 14 kilograms) of fragrance will be released over the month of November.The Independent

The posters feature holiday-themed tree visuals and copy that draws attention to the scent. Bath & Body Works refers to this area with the playful name "Grand Scentral Station," openly aiming to transform everyday commuting into a brand experience.LinkedIn

This initiative is also the first "scented advertisement" for the MTA (Metropolitan Transportation Authority), which operates New York's subway. In search of new revenue sources, the MTA conducted a trial of aroma ads at stations in Queens and Brooklyn last year to check safety and user reactions before proceeding with this full-scale implementation. No official complaints have been received so far.The Independent

The Scent is "Like Pine Trees" or "Like Fabric Softener" — Local Voices

According to reports from AP and the British newspaper The Independent, the scent has been generally well-received by commuters who noticed it. One man laughed, saying, "It's much better than the usual tunnel smell," while a young woman described it as "pine tree-like and very Christmasy." Another woman said it reminded her of her favorite fabric softener scent.The Independent

On the other hand, many people hurriedly passing through the platform don't even notice the scent. Reports suggest that unless they see the campaign explanation on the posters, they might just think it's someone's perfume and pass by without realizing it.The Independent

Bath & Body Works' Aim: "Hijacking" Daily Life with Scent

This initiative at Grand Central is part of the company's nationwide holiday campaign. This year, the brand has taken its three signature scents—Fresh Balsam, Snowflakes & Cashmere, and Twisted Peppermint—into everyday spaces like stations, shopping malls, and movie theaters.Retail Dive

Among these, Grand Central is a gateway that symbolizes New York and the world. The aim is to transform this place, where a massive number of people pass through every day, into a "stage for accidental brand encounters." In marketing terms, words like "multi-sensory experience," "scent takeover," and "scentigration" are used.LinkedIn

The company is also running a project in some movie theaters in New York, Los Angeles, and Chicago, where scents are sprayed in conjunction with pre-screening commercials to transform the entire theater into a fragrant space.Retail Dive

Social Media Buzz: #GrandScentral and "Marketing Genius" Comments

Right after the campaign started, videos showing the local scene were posted one after another on X (formerly Twitter), TikTok, Instagram, LinkedIn, and other platforms.

• Marketing and retail industry analysts positively introduced the platform's scene as a "good example of turning commuting time into a brand experience," noting that "Grand Central is filled with the scent of Fresh Balsam."X

• Many fans uploaded photos of the campaign name written as "Grand Scentral Station," commenting, "It's been a while since an ad tickled my geeky heart this much," and "Honestly, I kind of want to go."Parade

• A marketing media outlet praised this initiative as "the most exciting campaign of the year," evaluating that the brand is adept at delivering its worldview "along with the air."Parade

Following hashtags like "#GrandScentral" and "#SubwaySmellAd," posts half-jokingly, half-seriously saying,
"Is it the wrong world line that the NY subway smells this good?"
"It's usually the worst smell, so this is a treat"
are prominent.

Criticism: Fragrance Allergies and "Non-consensual Olfactory Marketing"

However, the buzz on social media isn't all praise. Particularly from people with fragrance allergies, chemical sensitivities (MCS), asthma, and other conditions, there are strong voices of concern.

Comments on shared news posts include serious appeals like,
"Perfume and fabric softener scents cause migraines and breathing difficulties. If the entire platform is filled with scent, I won't be able to use the subway."
Facebook

In fact, an online petition has been launched on a petition site to "ban the holiday chemicals being sprayed at Grand Central." It strongly criticizes that scented environments can be barriers for many with respiratory disabilities like asthma, migraines, chemical sensitivities, and long Covid, and questions whether excessive scents in public spaces violate the principles of the ADA (Americans with Disabilities Act).Change.org

Tech media "Futurism" introduced this initiative with irony, describing it as "a company pumping pleasant gas into stations," and raised the issue that people using public transport will inhale this scent whether they like it or not. The article questions how to evaluate the spread of a scent similar to being inside a Sephora store into commuting spaces.Futurism

What is "Scent Marketing" Anyway?

Scent marketing itself is not new. Many spaces like apparel shops, hotels, casinos, and supermarkets have "the smell of the place" designed as part of the brand.

Psychological and marketing research suggests that pleasant scents can extend the time spent in a place and enhance product evaluations and purchase intentions. On the other hand, overly strong or divisive scents can cause discomfort and be a reason to leave a store.PMC

In the past, the "Got Milk?" campaign on the U.S. West Coast tried to evoke a desire for milk by wafting the smell of freshly baked cookies at bus stop ads. In the UK, there have been attempts to stimulate passersby’s sense of smell with bus stop ads emitting the scent of potato dishes and railway ads releasing the aroma of coffee.PMC

However, these have mostly been in relatively confined spaces like "bus stops" or "individual stores," where people have the option to avoid the area. The case of the NY subway, where the central part of a massive public transportation system used by hundreds of thousands daily is scented, is on a different scale and impact range.Retail TouchPoints

Some Transit Systems Aim for "Zero Scent"

Meanwhile, some transit and public agencies in North America are adopting "fragrance-free policies" out of consideration for users' health. For example, a local transit agency in California has created guidelines asking employees to refrain from using strong perfumes or air fresheners.wheelsbus.com

In Toronto, Canada, the subway once displayed messages urging passengers to "be scent aware—the air is shared by all," asking them to avoid excessive use of fragrances.Reddit

From this perspective, the current initiative of "actively infusing scents into public transport spaces by companies" seems to be going against the times.

Whose "Air" is Public Space?

The Grand Central scent campaign raises fundamental questions about "who can control the air in public spaces and for what purpose," beyond just being a "pleasant scent topic."

With posters, sounds, and digital signage ads, you can avert your gaze, block your ears, or look down at your smartphone to some extent. However, scents dissolved in the air cannot be completely avoided as long as you breathe.

Supporters argue, "It's a place that originally had unpleasant odors, so it's welcome if it becomes a bit more comfortable." For New Yorkers who have long battled the subway smell, it's understandable that many feel it's "better."##HTML_TAG