DOOH Advertising

Pearl Media drives scratch-n-sniff OOH campaign for Selena Gomez fragrance

Image: Pearl Media

August 26, 2025

Pearl Media, a OOH media company, tapped the nostalgia of scratch 'n sniff and blended interactivity and excitement, with partner MilkMoney, for a campaign featured on street-level billboards across New York City.

The campaign was for Selena Gomez' first fragrance from her Rare Beauty line. The campaign invited fans to scan a QR code to order a free sample, according to a news announcement.

Pearl Media also played a role in several other scratch-n-sniff campaigns including one for Billie deodorant (Scratch 'n Sniff the Pit) in which they worked with Quan Media Group. For Ulta's NYX Smushy lip gloss campaign Pearl Media coordinated with Outdoor Media Group.