The Fragrance Foundation Gears Up for National Fragrance Day

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This spring equinox, it’s time to stop and smell the bottles: The Fragrance Foundation (TFF) and its members will celebrate National Fragrance Day on March 21, kicking off an ongoing dialogue with consumers about fragrance.

On March 14, TFF hosted a preview reception at New York City's Perfumerie, showcasing some of the latest spring fragrance launches (including Chloe Nomade and Proenza Schouler's Arizona), and providing more information about the big day.

National Fragrance Day will serve as a chance for U.S. consumers  and the fragrance industry to celebrate fragrance through events, campaigns and partnerships; next year, the holiday is slated to expand internationally.

Among these are a 21-day social media countdown launched by TFF on March 1, aimed at generating awareness and encouraging fragrance discovery. The countdown includes content from many of the organization’s members and a video series featuring talent both emerging and industry leaders, including perfumers, journalists and marketers.

Related: Communicating Fine Fragrances at World Perfumery Congress

TFF has also commissioned a mural from street artist Marco Santini, serving as a backdrop for “Instagrammable moments” that encourage social dialogue. Located in Bushwick (known as Brooklyn’s artist neighborhood), the piece draws parallels between visual arts and the art of fragrance.

Additionally, retailers such as Dillards, Saks Fifth Avenue and Sephora plan on celebrating the day with special social media promotions and partnerships.

“People love fragrance because of the connection it offers them to a time and place, a person or a feeling, said TFF president Linda G. Levy. “We want to educate and inspire consumers to explore the world of fragrance so they can find that emotional connection and explore the vast array of fragrances available.”