Art director at Dennis Publishing's <i>Bizarre</i> magazine Dave Kelsall has put scratch'n'sniff technology to a unique use on the front cover of the April edition.
Kelsall was at finishing company Celloglas waiting for a block foil job to complete when he discovered the scratch'n'sniff process which has been used to create the smell of the latex underwear worn by the issue's cover model Natalie Blair.
The magazine, which is printed at BGP, has already garnered media attention, appearing on Capital FM's Breakfast Show with Johnny Vaughan.
Kelsall said the rubber fragrance was initially designed for use by the likes of BMX and tyre companies but was a strong and easily identified scent that fitted the brief.
The scent was applied as an extra process colour and was a relatively cheap technique to use, said Kelsall, with the only limitations being that the cover could only take an acqueous varnish, with the scented area left unvarnished.
Publisher Russell Blackman said, "The scratch’n’sniff front cover of Bizarre is a completely unique concept and an industry first. The issue will be supported by significant newstrade promotions across the country, which is expected to lift sales further.
"We are aiming for this issue to show that, even in a challenging men’s market, Bizarre is very much alive and kicking and continues to push publishing boundaries. The exclusive scratch’n’sniff issue will also contain a special feature on smell fetishes to run alongside the theme of the front cover."
The 24,744 ABC profile magazine is printed at BGP, with the cover also printed at BGP's Stones operation. The April edition goes on sale today (15 March).