Too Faced Revives Its Peach Collection With Scented OOH

Quick insight: Too Faced is not simply telling consumers that its iconic peach scent is back. The beauty brand is putting that scent directly into the streets, combining full-motion DOOH with scratch-and-sniff billboards to make the Peach Collection relaunch something audiences can actually experience.

Welcome Back To The Peach Era

Too Faced is inviting beauty fans to enter their peach era once again.

The cosmetics brand has reimagined its iconic Peach Collection with new formulas while bringing back one of the details longtime fans are most likely to remember: its original peach scent.

For the campaign, that combination of nostalgia and reinvention extends beyond the products themselves.

Too Faced is taking the Peach Collection into public space with an OOH strategy designed to make the relaunch highly visible and surprisingly sensory.

Full-Motion Creative Takes Over The MTWN Network

Digital out-of-home plays a major role in creating scale for the campaign.

Too Faced is running full-motion creative across the MTWN digital network, using movement to bring the colorful and playful personality of the Peach Collection into high-traffic urban environments.

Motion gives beauty brands an opportunity to communicate more than a static product image.

Textures, packaging, color and visual transitions can become part of the storytelling, making the products feel more dynamic while capturing attention from audiences moving through the city.

A Billboard You Can Actually Smell

The most distinctive part of the campaign appears closer to street level.

Eye-level billboards in New York City and Los Angeles feature a scratch-and-sniff activation connected to the collection’s signature peach scent.

Instead of simply telling consumers that the familiar fragrance has returned, Too Faced gives them the opportunity to experience it directly.

That small interaction transforms a conventional beauty advertisement into a multisensory brand encounter.

People are no longer only looking at the campaign. They are physically participating in it.

Why Scratch-And-Sniff Makes Sense For Too Faced

Scent is especially powerful when a product already has an established sensory identity.

For longtime Peach Collection fans, the original fragrance can trigger immediate recognition and nostalgia.

The scratch-and-sniff execution therefore does more than introduce a product feature.

It reconnects audiences with a memory associated with the original collection.

For consumers discovering the products for the first time, meanwhile, the activation creates an immediate preview of an important part of the product experience.

Turning Nostalgia Into An OOH Experience

Beauty relaunches often depend on balancing familiarity with something new.

Too Faced has new formulas to introduce, but it is also preserving the peach scent that helped give the original collection its distinctive personality.

The outdoor campaign reflects that same balance.

Full-motion digital media gives the collection a fresh and contemporary presence, while the scented activation brings back a recognizable part of its history.

Together, the formats allow Too Faced to communicate both innovation and nostalgia without treating them as competing ideas.

Why Eye-Level OOH Matters

Scratch-and-sniff would not have the same impact if consumers could only see the creative from a distance.

Placing the activation at eye level makes physical interaction possible.

Pedestrians can approach the advertisement, discover the scented element and engage directly with the campaign.

This demonstrates how media placement should respond to the desired consumer behavior.

The digital network creates reach and spectacle, while the street-level placements create interaction.

From Visual Advertising To Sensory Advertising

Most OOH campaigns primarily compete for visual attention.

Too Faced adds another sense to that equation.

Introducing scent creates a richer brand experience and makes the physical environment capable of communicating something that conventional digital advertising cannot fully replicate.

A social post can show the Peach Collection. A video can demonstrate the formulas. But neither can reproduce the fragrance itself.

The scratch-and-sniff billboard gives physical OOH a unique role within the broader campaign ecosystem.

Two Formats, Two Different Jobs

One of the strongest aspects of the campaign is how its formats complement rather than duplicate each other.

The full-motion MTWN network is built for visibility, movement and broad awareness.

The eye-level placements are designed for closer engagement and sensory discovery.

Together, they create a journey from seeing the Peach Collection across the city to experiencing one of its defining characteristics firsthand.

That division of roles makes the media strategy more purposeful than simply repeating identical creative across different screens.

Why This Campaign Works

• Uses full-motion DOOH to create visibility and energy across the MTWN network.
• Turns the collection’s signature peach scent into an interactive media element.
• Uses nostalgia to reconnect longtime fans with an iconic product line.
• Introduces new formulas without abandoning recognizable brand cues.
• Matches eye-level placement with an activation that requires physical interaction.
• Combines broad digital reach with a more intimate street-level experience.

Key Takeaways For Marketers

• Product characteristics can become part of the advertising medium itself.
• Sensory memory can be especially powerful when relaunching familiar products.
• Different OOH formats should perform different roles within the same campaign.
• Interactive executions work best when the placement makes participation intuitive.
• DOOH can generate scale while experiential OOH creates deeper engagement.
• Beauty campaigns can move beyond product imagery by allowing audiences to experience texture, movement or scent.

Final Thought

Too Faced’s Peach Collection campaign demonstrates what happens when a familiar product attribute becomes part of the media experience itself.

The full-motion digital takeover gives the relaunch scale, but the scratch-and-sniff billboards provide the detail that makes the campaign especially memorable.

By letting audiences rediscover the iconic peach scent on the streets of New York City and Los Angeles, Too Faced turns nostalgia into participation.

The Peach Collection is not simply back on shelves. Its peach era has made its way into the city.