︎

New York City smells like nowhere else on Earth. To commemorate that, we partnered with Soap Cherie, a Brooklyn soap shop, to make the NYC Smells Collection. We made soaps, lotions, and shampoos out of New York's signature smells.

When people went to buy the scents on Soap Cherie's website, they were offered up some of Soap Cherie's (actually) pleasant-smelling products as antidotes. Because New Yorkers shouldn't smell like New York.







We made a beautiful press kit, which let influencers sample both the NYC Smells, as well as Soap Cherie's antidotes.


We even made a couple weird videos to promote individual scents.