New York City, November 21, 2025
Commuters at Grand Central Station in NYC are experiencing a festive atmosphere due to an advertising campaign by Bath & Body Works, releasing their ‘Fresh Balsam’ fragrance. This marks the MTA’s first scent-based advertising effort in the transit system, blending notes of vanilla and pine to create a holiday ambiance. Positive feedback from riders highlights the pleasant change from typical subway odors. The fragrance will be dispensed through diffusers throughout November, making this initiative part of the MTA’s exploration of innovative advertising methods.
New York City Subway Station Infused with Holiday Scent as Part of Bath & Body Works Advertising Campaign
New York City, NY – Commuters traversing the 42nd Street shuttle platform at Grand Central Station are encountering a festive ambiance this November due to an advertising campaign by Bath & Body Works. The initiative involves releasing the brand’s “Fresh Balsam” fragrance, a mix of vanilla and fresh pine, into the station’s environment, effectively creating a “Christmassy” scent that many riders appreciate. This marks the Metropolitan Transportation Authority’s (MTA) first scent-based advertising effort in New York City’s transit system, set to continue through November, deploying an estimated 20 to 30 pounds (9 to 14 kilograms) of fragrance by the end of the campaign.
Commuter Reactions
Feedback from commuters has been largely favorable, with many noting the pleasant nature of the scent. Some riders have expressed that it is a welcome change from the typical odors found in New York City tunnels. Additionally, the subtle nature of the fragrance means that it may not be immediately noticeable to all passengers, possibly being mistaken for personal perfumes without promotional signage.
Details of the Campaign
The fragrance is distributed through diffusers attached to steel girders and walls throughout the station. Bath & Body Works anticipates that by the end of the month, 20 to 30 pounds (9 to 14 kilograms) of the “Fresh Balsam” scent will have been released. Moreover, the MTA has not received any complaints about this campaign, which is part of a larger initiative to explore innovative advertising methods as new sources of revenue.
Background on Scent-Based Advertising
This campaign represents the MTA’s initial foray into scent-based advertising. Previous pilot tests of aroma-based ads in stations located in Queens and Brooklyn gathered feedback and assessed safety, leading to the successful rollout of the current campaign at Grand Central Station.
About Bath & Body Works
Bath & Body Works is a popular retailer specializing in personal care items, fragrances, and home products. The “Fresh Balsam” scent is among the brand’s signature holiday fragrances, selected for this campaign to inspire a festive feeling among commuters.
FAQ
What is the source of the “Christmassy” scent in Grand Central Station?
The scent is part of a novel advertising campaign by Bath & Body Works, which is diffusing their “Fresh Balsam” fragrance into the 42nd Street … .
How have commuters reacted to the new scent?
Many commuters have responded positively, describing the aroma as a pleasant “pine scent, very Christmassy.” Some noted it was a welcome change from the usual subway odors.
How is the fragrance being dispersed in the station?
The fragrance is being released through diffusers attached to steel girders and walls within the station. Bath & Body Works estimates … by the end of the month … between 20 to 30 pounds … the “Fresh Balsam” scent will have been dispersed.
Has the MTA received any complaints about the campaign?
The MTA has not received any complaints regarding the campaign, which is part of a broader effort to explore new revenue streams through innovative advertising methods.
What is the duration of the Bath & Body Works campaign?
The campaign is set to run through November, with an estimated 20 to 30 pounds … dispersed by its conclusion.
Key Features of the Campaign
| Feature | Description |
|---|---|
| Fragrance Used | “Fresh Balsam” by Bath & Body Works, a blend of vanilla and fresh pine |
| Location | 42nd Street shuttle platform at Grand Central Station, New York City |
| Duration | Through November 2025 |
| Estimated Fragrance Dispensed | 20 to 30 pounds ( … ) |
| Method of Dispersion | Diffusers attached to steel girders and walls within the station |
| MTA’s Role | Approved the campaign as part of exploring new revenue streams through innovative advertising |
| Commuter Feedback | Positive reactions, with descriptions of the scent as “a pine scent, … “ |
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