Stop and smell the…armpits?
Personal care brand Billie is asking New Yorkers to make a pit stop when they see their posters for a scratch-and-sniff experience.
From now through Friday, May 16, passersby can smell a giant armpit on the street, which will give them a whiff of Billie’s newest tropical-inspired scent, Coco Villa.
Fans of the brand will get to sample the new smell of their best-selling All Day Deodorant at 505 8th Ave near Penn Station, as well as other locations throughout the city.
A video posted to TikTok shows people stopping to scratch giant armpits on the Manhattan sidewalks and smelling them — looking pleasantly surprised.
“Love the fresh smell of @billie pits in the morning,” the caption read.
“It’s gotta smell good if they’re trying each one,” someone commented.
Coco Villa is described as a sweet vanilla coconut scent, featuring spiced vanilla, coconut cream and sunny sandalwood.
Billie’s All Day Deodorant is a dermatologist-tested, aluminum-free and baking soda-free stick that promises to absorb and neutralize odor for 24 hours.
It retails for $9, and the new scent is now available on the brand’s website.
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