by Sarah Kuta
Last updated: 1:55 PM ET, Tue June 24, 2025
Scent has a unique ability to evoke vivid memories, taking us back to happy moments from the past. Now, Michigan hopes to tap into this powerful sense by launching new fragrances inspired by the aromas of the Great Lakes state.
The state’s tourism and marketing arm is launching four new seasonal scents designed to remind travelers of their favorite Michigan memories. The first, announced this week, is called FRESH. It’s a summer-themed fragrance inspired by Michigan’s freshwater coastlines, wineries, lavender fields and laughter.
Pure Michigan, the public-facing brand of the Michigan Economic Development Corporation, developed the new fragrance in partnership with The Aroma Labs, a custom perfumery with locations in Detroit, Grand Rapids and Kalamazoo in Michigan, as well as Chicago and Nashville.
“At the Aroma Labs, we see daily the power of scent to connect to memories, evoke specific emotions or even unlock a sense of identity,” says Tanya Thompson, owner and founder of the Aroma Labs. “As a Michigan small business owner, working with an iconic brand like Pure Michigan to capture the essence of each season and cherished vacation experiences has been incredibly rewarding.”
FRESH is available as a 4-ounce spray for linen, room and body, with more formats in the works. It’s available on the Aroma Labs’ website or at the company’s store locations in Detroit, Grand Rapids, Kalamazoo and Chicago.
Readers of Food & Wine, Magnolia Journal, Midwest Living, Travel & Leisure and Real Simple magazines also received a “scratch and sniff” preview of FRESH.
“Most adults have familiarity with perfume or cologne fragrance inserts in magazines; our intent with creating a destination fragrance insert was to more fully express the Pure Michigan destinations featured on the pages and make it multisensory,” says Kelly Wolgamott, vice president of Pure Michigan. “Readers will soon have the chance to experience our next seasonal fragrance, HARVEST for fall, in a similar fashion.”
In the future, Pure Michigan will also be releasing more seasonal scents. HARVEST is inspired by a crisp fall day with crunchy fallen leaves, while FIRST SNOW is meant to convey the warmth of winter, fresh snowfall, fireside gatherings and the quiet joy of a glistening Michigan wonderland. AWAKENING, meanwhile, evokes local blooms of tulips, lilacs and fruit blossoms wafting across springtime fields.
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