The Latest Issue of InStyle Is Scratch ’n’ Sniff ‘Rub and Smell’

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Photo: Courtesy of InStyle

"We’re the only, and first, women’s magazine to do this," said InStyle editor Ariel Foxman of the "rub and smell" feature in their July issue. Scented spots of paper are scattered throughout the magazine to "delight and surprise" readers with smells like popcorn, watermelon, grass, suntan lotion, and iced coffee. While this won't be a regular feature, Foxman says they hope to do it again soon. We thought that smelly magazine pages were perfume advertisers' jobs? [Daily Front Row]