Pure Michigan: It’s a fragrance now. State launches beach-themed spray
- Pure Michigan launches new summer-themed fragrance ‘evoking beachy vacation days in the Great Lakes State.’
- The state’s tourism brand teamed up with a custom perfumery for the new scent, which will be followed by more seasonal varieties
- Launch comes as Michigan lawmakers again debate future funding for the Pure Michigan campaign
The smell of Michigan summer is in the air, and apparently it’s now in a bottle, too.
Pure Michigan, the state’s tourism brand, announced Friday it’s teamed up with a custom perfumery to launch a new fragrance called FRESH, which promises to evoke "beachy vacation days in the Great Lakes State."
It's a partnership with Aroma Labs, which is selling a 4 oz spray that's made in Michigan and available for purchase online or at the company's stores in Detroit, Grand Rapids, Kalamazoo and Chicago.
The collaboration is expected to continue with future fragrances like HARVEST, FIRST SNOW and AWAKENING (think spring tulip blooms). A soy candle is in the works too, according to the company’s website.
“Our sense of smell has a unique ability to transport us in time and space,” Vice President of Pure Michigan Kelly Wolgamott said in a statement.
“These fragrances were designed to enable people to revisit a favorite vacation memory, anticipate an upcoming season, or experience a moment of the relaxation they feel in Michigan.”
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The announcement comes as state officials again debate future funding for Pure Michigan, which promotes tourism as an arm of the quasi-governmental Michigan Economic Development Corporation.
Michigan lawmakers last year approved $40 million in spending on the tourism campaign through September. Gov. Gretchen Whitmer's executive budget proposes $26 million for Pure Michigan in the next fiscal year, while a separate Senate-approved plan proposes $21 million.
Want to sample the new Pure Michigan scent before you buy it? You’re in luck: The state says you can check out recent issues of Readers of Food & Wine, Magnolia Journal, Midwest Living, Travel & Leisure, and Real Simple magazines for a “scratch and sniff” preview.
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