Michigan’s official tourism campaign, Pure Michigan, is adding an aromatic twist to summer travel in 2025 with the release of “FRESH”—a fragrance crafted to encapsulate the essence of the Great Lakes State during its sunniest season. The new scent blends the crispness of freshwater lakes, the sweetness of local wine country, the floral grace of lavender fields, and the joy of sun-drenched vacations, turning scent into a multisensory passport to Michigan’s most beloved destinations.
Developed in partnership with Michigan-based boutique perfumery The Aroma Labs, “FRESH” is part of Pure Michigan’s seasonal fragrance collection, launched under the state’s broader “slow travel” initiative. This campaign encourages travelers to engage deeply with the natural environment and regional culture by creating personal, sensory-rich travel memories.
A Fragrance That Transports You
“Our sense of smell has a unique power to transport us to a moment in time,” said Kelly Wolgamott, Vice President of Pure Michigan. “FRESH was carefully crafted to help people revisit cherished Michigan travel memories or anticipate an upcoming vacation filled with lake breezes, wildflowers, and laughter.”
This summer scent aims to promote tourism through emotional recall, allowing would-be travelers to immerse themselves in Michigan’s seasonal charm, even before booking a trip. “FRESH” evokes the sensations of dipping your toes into Lake Michigan, wandering through Petoskey lavender fields, enjoying wine tastings in Traverse City, or sharing a picnic with family along Holland’s pristine beaches.
Crafted in Michigan for the World
Tanya Thompson, founder of The Aroma Labs, shared how the fragrance was carefully composed to be more than just pleasant—it had to be transportive. “As a Michigan small business owner, it’s been incredibly rewarding to work with an iconic brand like Pure Michigan,” she said. “We know firsthand how powerful scent can be in connecting people to places and experiences. ‘FRESH’ is about bottling that emotional spark that makes summer in Michigan so unforgettable.”
Initially developed for limited distribution, the fragrance was first introduced through “scratch and sniff” scent cards in major lifestyle publications like Midwest Living, Travel + Leisure, Real Simple, and Food & Wine during May and June 2025. The overwhelming positive response prompted a wider release. “FRESH” is now available for purchase as a spray for linen, room, or body exclusively through The Aroma Labs, with more formats expected later this summer.
Beyond FRESH: More Seasonal Scents Ahead
The fragrance rollout will continue throughout the year with three additional seasonal releases—all created to complement Michigan’s unique year-round tourism appeal:
- HARVEST (Autumn 2025): A comforting blend of cinnamon, crisp apples, amber, and crunchy leaves—an homage to Michigan’s colorful fall foliage.
- FIRST SNOW (Winter 2025): Designed to evoke freshly fallen snow, pine trees, and fireside gatherings in ski towns like Boyne and Marquette.
- AWAKENING (Spring 2026): Inspired by Michigan’s blooming lilacs, cherry blossoms, and tulips, this fragrance celebrates the reawakening of nature after winter’s hush.
Wolgamott emphasized that each scent is designed to enhance Michigan’s image as a multisensory travel destination. “These fragrances give travelers a way to emotionally connect with Michigan—whether they’ve been here before or are just beginning to explore it.”
Part of a Broader Tourism Strategy
The fragrance launch supports Michigan’s ongoing efforts to position itself as a premium travel destination rooted in natural beauty, relaxation, and memory-making. In a tourism market increasingly driven by personalization and experience, “FRESH” reinforces the Pure Michigan brand by literally putting the state’s personality in the palm of your hand.
The campaign also aligns with sustainable tourism and slow travel trends, encouraging tourists to savor their journeys rather than rush through them. As Michigan’s tourism board continues promoting lesser-known regions—from inland vineyard trails to wildflower sanctuaries—these scents serve as portable travel companions, enticing return visits and deeper exploration.
Available Now
“FRESH” is currently available online and in select retail outlets across Michigan. Travelers and fans of the Great Lakes lifestyle are encouraged to explore the scent as part of their own journey—whether they’re headed to a beach bonfire, wine country bed-and-breakfast, or camping beneath the stars.
Conclusion
From sandy dunes to scent memory, Pure Michigan’s innovative fragrance campaign offers travelers a refreshing, sensorial new way to explore and connect with one of America’s most beloved summer destinations. As “FRESH” hits shelves this season, Michigan tourism takes on a new layer—one that lingers long after the trip ends.
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