Perfume Tag

courtesy 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?'” Cashé, a limited-edition fragrance by Instacart. courtesy In search of to advertise...