Air Freshener can do more than make your bathroom smell like vanilla. Scent can make you feel. Glade saw this human truth as a way to flip our air freshener from functional to emotional. We wanted people to feel Glade scents instead of just smelling them. So we pulled Glade out of the air freshener aisle and opened the First Store to Sell Feelings in NYC. We chose 5 scents to evoke 5 specific emotions. We designed 5 rooms to make shoppers really feel our scents. We created emotionally immersive experiences to make shoppers feel Flirty, Energized, Relaxed, Fresh+New and Anticipation. We used scent, Oculus Rift Augmented Reality, interior design, fashion, music, lighting and an even an upside down snow storm to let people step inside our brand and feel Glade.

The Glade Boutique drew more than 14,0000 visitors in just 35 days. It brought our emotional rebrand to a younger audience. It gained 4MM Twitter mentions. It made people feel more than 308MM impressions across all channels. It was felt all over the press from AdWeek to the Huffington Post to the Daily Mail. The store that sold feelings opened the door for people to step inside and experience our brand an entirely new way.