Bio-Based, ‘Crush-and-Sniff’ Scented Mats Arrive for Fragrance Consumers

Crush!, a new consumer lifestyle brand, rolled out a mat that consumers “crush” to release fragrance. The line is available in six shapes and scents.

There is even a Jeep duck for the popular dashboard trend.

According to the indie company, unlike traditional air fresheners, Crush! mats are 17” x 22” in size and live on the floor of a car (passenger side only), dorm room, bathroom or gym and release scent on contact.

The six launch designs span fruits (cherry, strawberry and watermelon) and objects (lucky cat, rubber duck and luchador mask) each with “its own personality” and a matching signature scent (orange creamsicle, strawberry cheesecake and pink watermelon lemonade, to name a few). Some are already sold out.

Every mat is made from 100% bio-based, fully biodegradable material from Simplifyber, a North Carolina-based advanced materials company that has raised $20 million to commercialize a proprietary liquid fiber molding platform, forming bio-based, shaped parts directly from natural cellulose fibers.

“Crush! is the manifestation of fun, built for the moment of discovery; and you can really feel—and certainly smell—the energy emanating from our products,” said Phil Cohen, co-founder. “Exciting shapes, bright colors, fun scents and a price that makes the purchase decision non-regrettable.”

Mats will be available through the brand’s website with additional availability at select retail destinations later this year.

Pre-order is available now at www.crushandsniff.com.