Scratch 'n sniff cover

Alternative magazine Bizarre’s March issue is using a scratch and sniff cover to sell more copies of the magazine. The cover asks men to scratch the cover model’s “bum” to smell her latex underwear.

The issue came out on March 15th.

Specializing in news and features targeted at men that are weird, somewhat kinky, and even pornographic, Bizarre hopes that the innovative use of scent will sell more magazines. To go with the cover, one of the features inside is “STINKY KINKS – Bizarre explores the fetid world of foul smell fetishes.”

Russell Blackman, publisher of Bizarre, said: “As every magazine editor is acutely aware, it is an increasingly competitive market and all brands need to work harder than ever to make their voices heard.”

According to PrintWeek, it was relatively inexpensive to apply the scent, which was put on as an extra process color. The only limitation was that the cover could only take an acqueous varnish, leaving the scented area unvarnished.

The magazine’s outrageous use of scent has already started to generate media attention, and has been featured on a popular London morning radio show, Capital Breakfast with Johnny Vaughn, as well as Media Week, YouTube, Press Gazette, and New Statesman.