Armpits

Billie is taking outdoor advertising to a whole new level. With its latest campaign, the brand is bringing a scratch-and-sniff experience straight to the streets, centering on the armpit. Starting today, near Penn Station in New York City, the public is invited to sample Billie’s best-selling All Day Deodorant in its newest tropical-inspired scent, “Coco Villa.” Fans of the beauty brand will be able to visit the trio of armpit posters and scratch them to release the “Coco Villa” scent. The new iteration of Billie’s bestseller is sweet and bright, with notes of coconut and vanilla.

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