A new lifestyle brand is putting a playful twist on the traditional air freshener with a product designed to be stepped on, crushed and sniffed.
CRUSH! officially launches with scented floor mats created to release fragrance through contact. Priced at $19.99 each, the mats are available in six bold shapes and signature scents, giving consumers a colorful and unconventional way to add fragrance to everyday spaces.
Unlike traditional air fresheners, CRUSH! mats measure 17 by 22 inches and are designed for use on the passenger-side floor of a car, in a dorm room or bathroom, or even inside a gym bag. The mats release their scent when they are stepped on or crushed, turning an everyday interaction into part of the product experience.
The launch collection includes three fruit-inspired shapes — cherry, strawberry and watermelon — along with three playful objects: a lucky cat, rubber duck and luchador mask. Each design has its own personality and corresponding fragrance, including scents such as orange creamsicle, strawberry cheesecake and pink watermelon lemonade.
The mats are also made from 100% bio-based, fully biodegradable material, adding an environmental component to the brand’s colorful approach.
“CRUSH! is the manifestation of fun, built for the moment of discovery; and you can really feel—and certainly smell—the energy emanating from our products,” said Phil Cohen, Co-Founder of CRUSH!. “Exciting shapes, bright colors, fun scents, and a price that makes the purchase decision non-regrettable.”
The company is also positioning CRUSH! as a product designed with social media in mind. Its crush-and-sniff concept combines distinctive shapes, colorful designs and fragrances intended to encourage consumers to share their experiences online.
The brand says the interaction is particularly suited to TikTok and Instagram content, where visually engaging products and unusual demonstrations can quickly become part of the conversation.
CRUSH! arrives as consumers continue to seek products that combine functionality with personality and entertainment. Rather than simply masking unwanted odors, the brand is making fragrance itself part of the experience.
The mats are initially available through the CRUSH! website, with additional retail availability planned at select destinations later this year.
Pre-orders are currently available at www.crushandsniff.com, giving consumers the opportunity to get the new scented mats as the brand enters the market.