Instacart Just Created a Fragrance Inspired by ... the Grocery Store? — See the Photos

By Kara Nesvig

Let's set the scene. You're en route to the grocery store to stock up for the week. You have your reusable bag at the ready, grab a cart and head to the produce section. Now take a big whiff. What do you smell? Perhaps you encounter the earthy, rooty notes of beets and carrots, or the delicate watery tones of celery wafting in the air. Maybe it's a blend of ripe summer peaches and strawberries, or a top note of freshly spritzed kale shimmering under the fluorescent lights. Those grocery store scents, all mingling together in a culinary concoction, is exactly the premise behind the new fragrance from ... wait, Instacart?

Yes, you read that right. The delivery service just launched its first-ever (and, um, unexpected) perfume, a limited edition scent called Cashé, inspired by "the smell of cash back." Apparently the smell of cash back is a green citrus scent, as Cashé includes fresh notes of zesty lemon and rosemary and comes in a glamorous emerald green bottle hinting at the juice inside; the carrot top is a particularly clever detail and nod to the brand's veggie logo. Cashé is less "paper bags, deli turkey and checkout line" and more cheeky glamour with a big wink-wink. The scent "evokes feelings of everyday luxury and a carefree lifestyle," according to a press release. The campaign, too, has a decidedly fashion-forward feel, with models posing in front of lush veggies wearing rich jewel tones and even hopping into the ice cream freezer for a very America's Next Top Model-style promo pic.

Cashé launched on June 6 with a super limited run of just 1,000 bottles and "sold out" almost immediately; the fragrance was actually free and created to raise awareness of Instacart's Mastercard program, where members get 5% cash back on all Instacart purchases. "We were thrilled by the immediate level of consumer demand for ‘Cashé, The Smell of Cash Back.’ The response was so positive, we’re restocking the one-of-a-kind fragrance so more people can smell as good as cash back feels," Laura Jones, chief marketing officer at Instacart, told Allure of the runaway success. The delivery service has been working with Sephora for a few years, so while moving into the fragrance world seems shocking at first, it's a more natural progression for Instacart than you think.

If you, too, want to smell like a trip to your favorite local market or big box grocery emporium, Instacart's Cashé will be available for a (very) limited time while supplies last.

More beauty in unexpected places:

By Gabi Thorne

By Kara Nesvig

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Now, watch some cute kids play perfumer for their moms:

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