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 are unexpected,” said Instacart chief marketing officer Laura Jones of what sparked the tongue-in-cheek fragrance foray. “We were fascinated by how we could bring money back to life in a multisensory way, and someone was like, ‘What in regards to the smell of money — what if we could embody that in a fragrance?'”
Cashé, a limited-edition fragrance by Instacart.
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