Cracking open the flap of a magazine ad to capture a new fragrance is so old-school: with new ‘flat spray’ technology, readers get a spritz of the real thing.

In October, Fashion magazine will debut the technology in an ad for new fragrance Womanity by Thierry Mugler that allows readers to actually get a small spray of liquid fragrance. Each ‘flat spray’ sampler gives readers up to six sprays of the original fragrance, unlike traditional on-page samplers that require a modified version of the scent.

Although Womanity is not the first scent from Clarins’ Fragrance Group to use the technology – the company used it to promote A*Men and Angel in 2008 –  it’s the first time a Canadian magazine has featured the tech, Mélissa Roy, PR director, Clarins Fragrance Group, tells MiC.

The medium was a good fit for the brand because of the ‘innovative spirit’ of both Mugler and Womanity, she says.

‘As Womanity is a unique fragrance different from all the existing perfumes in the cosmetics industry, we wanted a different way of sample the fragrance,’ she says.

The execution was handled by Montreal-based Challenge Media in partnership with St. Joseph Media and Transcontinental.