Corporation Pumping Soothing Gas Into New York Subway Station

You know that nose-wrinkling experience of walking into a Sephora? Now, imagine if your morning commute was suffused with a similar barrage.

In what it’s calling an “aroma ad,” home goods and fragrance corporation Bath & Body Works is pumping vanilla and fresh pine scent from diffusers attached to steel girders in the tunnels connecting the subway beneath Grand Central Station in New York City.

As The Associated Press reports, commuters’ olfactory senses are being assaulted by the “Fresh Balsam” scent as part of a promotion campaign in collaboration with the Metropolitan Transportation Authority (MTA).

The so-called “scentigration” experience is meant to “delight consumers at every touchpoint,” according to a recent press release, inviting them to “experience fragrance wherever they are