There’s something savory happening on Madison Avenue.
The Madison Avenue Business Improvement District, in association with the Fragrance Foundation, will stage its first Fragrance Week on the luxury venue from March 19 to 28.
Madison Avenue’s upcoming Fragrance Week is part charity fund-raiser, partly an effort to encourage shopping, and it’s a celebration of International Fragrance Day on March 21.
“Fragrance is the most deeply embedded luxury category on Madison Avenue,” said Matthew Bauer, president of the Madison Avenue BID. “You cannot walk a block in our district without seeing a stand-alone fragrance boutique or a fashion, accessories or home furnishings boutique that features their own fragrance collection.”
According to the organizers, all sorts of sensory activities and olfactory experiences will be happening inside many shops residing on Madison Avenue within the borders of the Madison Avenue BID, which extends from 57th to 86th Streets. There will be VIP receptions, opportunities to meet world-renowned perfumers and discover the stories behind new and signature scents.
Fifteen percent of the fragrance sales during the event will be donated to Next for Autism, the official give-back charity partner for The Fragrance Foundation. The funds will support programs and benefit people on the autism spectrum and their families.
Among the stores participating in Madison Avenue’s fragrance week include Atelier Cologne, Diptyque, Fueguia 1833, Giorgio Armani, John Varvatos, Marc Jacobs, The House of Creed and Tom Ford Beauty.
“Fragrance Week on Madison Avenue, along with recent events such as Miracle on Madison, Wedding Weekend on Madison and Madison Avenue Watch Week, demonstrate how brands who compete with one another are willing to work cooperatively together on Madison Avenue to engage their clients by creating immersive programming and supporting charities that make act of shopping more meaningful,” said Bauer.