Looking to attracting the attention of the massive holiday shopping crowds in New York City, The Fragrance Foundation unveiled a new "street-wise" element to its One Drop Changes Everything campaign. It will utilize eye-catching telephone kiosk placements strategically located across midtown Manhattan starting Nov. 19.

No less than 40 kiosks will carry the impactful, colorful, iconic atomizer silhouette that will be seen by the throngs of holiday shoppers taking on board the message that “one drop of fragrance changes everything.”

As Rochelle Bloom, president of The Fragrance Foundation points out, “In our ongoing effort to support the category, we felt that the striking visibility of the creative and the headline will hopefully make the millions of consumers who will see this think fragrance, fragrance, fragrance for the holidays.”

Just about this time last year, The Fragrance Foundation launched its very first initiative in support of the fragrance industry: the “One Drop Changes Everything” campaign featuring the instantly recognizable silhouette of a fragrance atomizer and the pivotal onemightydrop.com website.

Thinking big, Bloom believes that "the sky’s the limit" in terms of where this campaign could go.