What does Pure Michigan smell like to you?
If you’re in the market for a new seasonal fragrance, look no further — Pure Michigan, the state’s advertising agency, has released a new scent that was inspired by the beauty of Michigan.
The fragrance is called FRESH, which is meant to evoke summer days on the water.
“It really encapsulates what you experience in the summer from the beauty of our freshwater coastline, from the beach, or a bonfire on the beach,” said Kelly Wolgamott, vice president of Pure Michigan.
The scent was released in collaboration with The Aroma Labs, a custom fragrance business downstate.
FRESH is available as a body, linen or room spray.
Pure Michigan also has plans for other seasonal scents — their fall scent will be called HARVEST, their winter line will be FIRST SNOW and their spring fragrance will be known as AWAKENING.
Wolgamott says that the Pure Michigan campaign has proven successful over the years — in 2023, Pure Michigan brought over 120 million visitors to the state, she says.
“We’ve been talking about the opportunities when you come to Michigan and travel this summer to slow down and reconnect, not only with yourself, but your family and friends,” she said.