URGENT UPDATE: Commuters at Grand Central Terminal are experiencing a festive twist this holiday season as the air fills with the scent of vanilla and fresh pine. Starting today, November 1, 2023, Bath & Body Works has launched an innovative advertising campaign that will pump approximately 20 to 30 pounds (9 to 14 kilograms) of their signature “Fresh Balsam” fragrance into the 42nd Street shuttle train platform through the end of the month.
Inside one of New York City’s busiest transit hubs, the campaign aims to transform the typical subway experience. The aroma diffusers, discreetly attached to steel girders, release visible bursts of vapor that many commuters are already enjoying. “It smells better than the normal New York City tunnels that we normally smell here,” said commuter Jerome Murray. His sentiments reflect a growing appreciation among riders for the aromatic shift in their daily travels.
The infusion of scent is not just a pleasant surprise; it also serves as a novel method for the Metropolitan Transportation Authority (MTA) to explore new revenue streams. This initiative marks the first of its kind within the transit system, following successful pilot tests in stations across Queens and Brooklyn last year. Mary John, the MTA’s director of commercial ventures, confirmed that there have been no complaints about the campaign so far.
Commuters are sharing their thoughts on the aromatic experience. Kelly Rodriguez, 23, described it as “a pine scent, very Christmassy,” while Kathleen Baptiste, 60, noted that it brings to mind the comforting scent of “fabric softeners.” However, some riders are so accustomed to the usual subway odors that they might overlook the new fragrance entirely.
This campaign is especially strategic for Bath & Body Works, as Jamie Sohosky, the brand’s chief marketing officer, stated that “Fresh Balsam” is one of the company’s most iconic holiday scents, making Grand Central Terminal an ideal location for reaching a vast audience of commuters.
As the holiday season approaches, this aromatic initiative not only enhances the sensory environment of a busy transit hub but also encourages conversations among commuters—many of whom are already sharing their experiences on social media.
Stay tuned for more updates on this unique advertising campaign and how it continues to impact the daily lives of New Yorkers during the bustling holiday season.
