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Instacart is making its first in-house beauty play.

The grocery delivery and pick-up service has created a limited-edition perfume called Cashé, which was inspired by “the smell of money back” — or in other words, has notes of juicy lemon, rosemary Tunisia and other grocery-store aisle mainstays.

“A part of our strategy is showing up in ways which might be unexpected,” said Instacart chief marketing officer Laura Jones of what sparked the tongue-in-cheek fragrance foray. “We were fascinated with how we could bring money back to life in a multisensory way, and someone was like, ‘What concerning the smell of money — what if we could embody that in a fragrance?’”

In search of to advertise the corporate’s bank card program, Instacart developed 1,000 bottles of Cashé, which will probably be available at no cost on a first-come-first-serve basis at www.thesmellofcashback.com. The scent’s emerald-green bottle is complete with a carrot-top cap, in a nod to Instacart’s logo.

“We got super inspired to create this vintage campaign across the smell; the aesthetic of the Cashé campaign is a bit little bit of a wink and a nod to the form of retro, high-glamour fragrance ads,” Jones said.

Last yr, Instacart tapped pop star Lizzo for its “The World Is Your Cart” campaign, and dressed “Saturday Night Live” solid member Chloe Fineman for the 2022 MTV VMAs in a chrome puffer dress fabricated from different snacks.

“We like to seek out fun and playful ways to bring our brand to life, while also ensuring they resonate with our core audience and make them smile,” Jones said.

While Cashé is Instacart’s inaugural beauty product, the corporate has steadily been gaining footholds in the sweetness industry with delivery partnerships with firms like Sephora, CVS, Walgreens, Bath & Body Works and others.

Last week, the corporate announced the launch of Ask Instacart, an AI-powered search tool that may also help consumers easily discover recipes tailored to their preferences.

“While our early use cases for Ask Instacart are more food-oriented, you possibly can imagine really cool use cases in the longer term around beauty; for instance, ‘I actually have curly hair that needs moisture — what shampoo should I be using?’” Jones said.

“We’re using the ability of AI to lighten the mental load of head of households and our consumers in order that they have more time to concentrate on what’s necessary.”