Billie's New NYC Campaign Turns the Armpit Into a Scratch-and-Sniff Experience

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 at 505 8th Avenue, where each delicate body part can be scratched to release the "Coco Villa" scent. The new iteration of Billie's bestseller is sweet and bright, with notes of coconut and vanilla.

This solid and aluminum-free deodorant features a lightweight formula that is dermatologist-tested and approved. It also goes on streak-free, avoiding staining any of your clothing that might interact with the product. The new campaign highlights the brand's commitment to clean ingredients and making the body care experience more fun.

@billie Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner ♬ original sound - Billie

Billie's new All Day Deodorant in "Coco Villa" retails for $9 USD and is now available on the brand's website.

For more beauty news, check out our coverage of Keys Soulcare's partnership with digital media platform The Skin Deep.

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