FUNNY OLD WORLD
fow@private-eye.co.uk
£ “The latest ad campaign for deodorant is taking outdoor advertising to a whole new level,” Valeriya Chupinina told readers in New York, “with a unique scratch-and-sniff experience, centred on the armpit. From now until May 16th, passers-by at 505 8th Avenue near Penn Station can approach a trio of giant armpit posters, and scratch any one of them to release a fragrance. When they do, they will receive a whiff of Billie’s newest all-day deodorant, a tropical-inspired scent called ‘Coco Villa’.
“Those who sample the scratch-and-sniff armpit will detect a sweet spiced vanilla scent, with notes of sunny sandalwood and coconut cream. The deodorant formula is aluminium-free, approved by dermatologists, and also streak-free, avoiding staining of any clothing that might interact with the product. This new campaign tries to make the body care experience more fun, and fans of the product will soon be able to scratch-and-sniff other armpits at locations throughout the city. ‘Coco Villa’ retails at $9 for a 2.6 oz 24-hour odour protection stick.” (Hypebae, 23/4/25. Spotter: Philip Brannon)