Too Faced Brings Its Peach Collection Back With Scented OOH in NYC and LA
Beauty advertising usually has one obvious limitation.
You can show the product, but you cannot normally let people smell it.
Too Faced is challenging that limitation with the return of its iconic Peach Collection.
The collection has been reimagined with new formulas while restoring one of its most recognizable sensory assets: the original peach scent.
And instead of keeping that scent inside the product, the campaign brings it directly into public space.
Entering the peach era
The campaign frames the relaunch as an invitation to enter your peach era.
That language gives the collection a broader lifestyle role rather than presenting it only as a product update.
The peach becomes a visual, emotional and sensory world that can extend across packaging, digital creative and outdoor media.
Nostalgia meets product innovation
The relaunch balances two different promises.
The formulas are new.
The scent is familiar.
That combination allows Too Faced to modernize the collection without abandoning the sensory memory that helped make the original products distinctive.
For returning customers, the peach scent creates nostalgia.
For new customers, it becomes a memorable introduction.
Why scent matters to this particular collection
The peach fragrance is not an incidental detail.
It is part of the product identity.
That makes scent especially valuable in the advertising.
If the campaign can make audiences smell peach before they ever enter a store, it creates a direct association between the media encounter and the product experience.
Scratch-and-sniff turns OOH into product trial
The most distinctive part of the campaign is the use of scratch-and-sniff eye-level billboards.
The format changes the role of outdoor advertising.
Instead of only creating awareness, the billboard provides a small form of product sampling.
The audience can physically interact with the execution and experience the fragrance for themselves.
The journey becomes:
- Notice the peach creative.
- Approach the billboard.
- Scratch the scented area.
- Smell the fragrance.
- Connect the scent with Too Faced.
Why eye-level placement is essential
A scratch-and-sniff mechanic only works if audiences can physically reach it.
That makes eye-level OOH especially important.
Unlike a large elevated billboard, these placements invite close interaction.
The medium and the mechanic are therefore naturally aligned.
NYC and LA provide the right kind of audience density
The street-level campaign appears in New York City and Los Angeles.
Both markets provide dense pedestrian audiences, strong beauty and fashion culture, and neighborhoods where consumers are already accustomed to discovering new products through public media.
The cities also offer significant social amplification.
A scented billboard is unusual enough to become something audiences photograph, film and talk about beyond the original location.
Full-motion DOOH adds another layer
Too Faced is also dominating the MTWN digital network with full-motion advertising.
This part of the campaign performs a different role from the scratch-and-sniff executions.
Digital motion can emphasize texture, product movement and the exaggerated visual world of the collection.
It creates scale and awareness before street-level media adds interaction.
One campaign, two very different OOH jobs
The media mix demonstrates why different formats should perform different functions.
- Full-motion DOOH creates spectacle.
- Digital networks build repeated awareness.
- Eye-level media creates proximity.
- Scratch-and-sniff creates sensory participation.
The combination produces a more complete experience than relying on one format alone.
Beauty OOH moves beyond photography
Cosmetics advertising has traditionally relied heavily on product photography, faces and color.
This campaign adds another dimension.
The product is no longer only represented visually.
The sensory experience itself becomes part of the creative.
That can make the campaign significantly more memorable because smell is closely connected with memory and recognition.
The street becomes a beauty counter
In-store beauty retail allows consumers to touch, test and smell products before purchasing.
Scratch-and-sniff OOH brings a small part of that behavior into public space.
The billboard effectively behaves like a miniature beauty counter.
There is no salesperson.
No store entrance.
No formal sampling station.
The media itself provides the trial.
Why the mechanic supports nostalgia
Scent can be especially powerful when a campaign is reviving something familiar.
Returning customers may recognize the original peach fragrance immediately.
That creates a much faster emotional connection than explaining the heritage of the collection through copy.
The smell itself can become the memory trigger.
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