Billabong Pays For Actual Sex Wax Scent In Stores

Billabong are still deep in the IRL retail space game. They have a ton of bricks-and-mortar stores around the globe, despite the discouraging trends of recent vintage. And that must be applauded. But only in Europe (or more specifically, France and Spain), can you enter a Billabong store that’s operating under the consultancy of design company Mood Media. See, Mood have been enlisted to enhance the “board culture” experience. And stop one? Teaming up with ScentAir to create a bespoke scent solution for select French and Spanish BB outlets, which smells like… Sex Wax.

Whatever your thoughts on this, there is no denying that Sex Wax is one of the world’s great smells. It’s nostalgic, and optimistic. It promises of a coming session, it reminds of a surf trip or a new board. It’s the smell of surf dreams. And as much as the knee-jerk reaction here might be to call this lame… I back it. I want to buy the Sex Wax scent. I want my car to smell like that shit. I want every shop I walk into to smell like that. Where do I sign?