The Fragrance Foundation (TFF) celebrated Spring, and the artistry and passion of fragrance with Fragrance Day™, an annual day dedicated to the world of fragrance across the US, on March 21. Saluted in social media campaigns and activated with special in-store events at national retailers and local stores, the national holiday invites consumers to explore the season’s scents and self-expression through fragrance.
New this year, and as the centerpiece of TFF’s partnership with the Madison Avenue Business Improvement District (B.I.D), TFF premiered its first-ever Fragrance Gallery and Pop Up Shop as a marquee destination for the famed thoroughfare’s Fragrance Week on Madison Avenue promotion. Located at 924 Madison Avenue in NYC, the grand opening was fȇted with a ribbon-cutting ceremony led by TFF President Linda G. Levy with special guests, fashion designers and brand founders, Vera Wang, Anna Sui and Francisco Costa and Madison Avenue B.I.D President, Matthew Bauer at 10:30 AM EDT on March 21.
“Fragrance Day™ is such a big day for the fragrance community that it has grown into a month-long celebration with new fragrance launches from so many fabulous brands,” says Linda G. Levy, President of The Fragrance Foundation. “The excitement and activations crescendo on March 21st making it one of the most exhilarating times of the year to discover and experience all the newness in fragrance.” Adding, “What makes this Fragrance Day unlike any other, is the debut of our first-ever Fragrance Foundation Gallery and Pop Up Shop on Madison Avenue. We are beyond thrilled to collaborate with the Madison Avenue B.I.D and be at the heart of their Fragrance Week on Madison Avenue celebration with a unique fragrance experience for New Yorkers and tourists alike.”
In celebration of Fragrance Day on March 21, The Fragrance Foundation and the Madison Avenue B.I.D. presented the first Fragrance Week on Madison Avenue, March 18th through 23rd. Fragrance and fashion boutiques along Madison located between East 57th to East 86th Streets joined the celebration by offering exclusive events and experiences to create a sensational Madison Avenue Fragrance Week 2025. The public was invited to discover newly launched fragrances and enjoy perks and aromatic experiences.
“Madison Avenue on the Upper East Side is unparalleled in the depth and breadth of its fragrance offerings,” says Matthew Bauer, President of the Madison Avenue B.I.D. “The olfactory artistry of the fragrance brands residing on Madison Avenue throughout the year will rise in the crescendo of in-store experiences during Fragrance Week. We are honored to join with The Fragrance Foundation to celebrate the joy of scent.”
About the Fragrance Foundation Madison Avenue Gallery and Pop Up Shop
In a nod to the neighborhood, the pop-up, conceptualized by TFF, was a curated, multi-brand experiential hub of the season’s most anticipated scents set against a gallery-like setting for the grand opening weekend. Featuring the newest fragrance launches from indies to designer brands on display, consumers were able to smell and sample the season’s trending notes from Citrus infused scents to florals and Sweet inspired creations. With a series of special events planned from perfumer visits to fragrance talks, the Fragrance Gallery was a destination to discover the captivating world of fragrance, rotating established and entrepreneurial brands throughout the weekend. Enthusiasts were invited to come and experience brand stories and meet the passionate people behind the creations.
About Fragrance Day
Nationwide,the scent-filled celebration features meet-and-greets with fragrance experts and brand ambassadors, and a record number of new fragrance launches to exclusive sampling and discovery sets, shopping events, promotions, and more. Uniting its members of fragrance houses, brands and retailers under the #FragranceDay banner, TFF creates online and in-store excitement nationwide for everyone who loves fragrances to join in. Participating national retailers and ecommerce sites for Fragrance Day 2025 included Bath & Body Works, Bloomingdale’s, Bluemercury, JCPenney, Macy’s, Nordstrom, Saks Fifth Avenue, Sephora, Thirteen Lune, Ulta and Victoria’s Secret. Launched in 2018, the annual event grows exponentially each year with events and activations.