DedCool is not quietly launching its latest fragrance. It is taking over New York.

For Mocha Magic, the fragrance brand is going all-in on an OOH campaign timed to New York Fashion Week, turning the city into an extension of the scent and its wider brand identity.

The rollout includes a $1 million pop-up on Mott Street, subway advertising, wheatpaste posters across the city, a partnership with The Elk cafe and a packed schedule of activations with Sephora.

DedCool founder and CEO Carina Chaz describes the strategy simply as a “blitz” and the scale certainly matches.

But the campaign is not just about making Mocha Magic impossible to miss. It is designed to make the fragrance feel like part of the New York experience at a moment when the city is already flooded with fashion, beauty and culture.

And the scent itself has a fittingly indulgent profile. Mocha Magic opens with espresso, mocha and cream before moving into biscotti, toffee and bourbon. Vanilla, tonka bean and sandalwood round out the base, giving it the warm, dessert-like quality DedCool describes as decadent and complex.

At $90, the fragrance enters one of beauty’s most crowded categories with more than a bottle and a launch date. DedCool is selling an entire atmosphere around it.

That may be the bigger play. When every beauty brand is fighting for attention online, putting a new fragrance into the physical rhythm of a city — its cafés, subway stations, streets and Fashion Week crowds — gives consumers a reason to encounter it before they even decide they want to buy it.

Mocha Magic is available now through DedCool’s website.