Few things compare to cracking the spine of a brand-new book and inhaling that sharp synthetic whiff of freshly printed ink. Even the earthy smell of an old book wraps me in a familiar comfort. What does not particularly scream “curl up on the couch to dive into a good story” is garlic mayonnaise. No matter! The latest edition of Jennifer L. Armentrout’s romantasy novel, The Primal of Blood and Bone, will smell like Hellmann’s Garlic Aioli for reasons I can’t entirely comprehend.
“Seeking an otherworldly experience? Forged in fire, bound by flavor, this garlic-scented special edition is juicy enough to sink your teeth right in,” the Hellmann’s x BookTok collab website reads. Specifically, the ink will be garlic scented and “Craven-Proof.” In the Blood and Ash series, garlic keeps the Craven, a vampire-like flesh-eating creature, at bay. I can only imagine, if you’re reading in public, the smell will keep regular people at bay, as well. Garlic mayonnaise is appetizing to smell when you’re downing a basket of fries. But it’s a distressing scent to come across when, say, you’re in a doctor’s office waiting room or riding the subway. Also, I can’t help but wonder the shelf life (heh…) of a scented book. What’s that book smelling like in a year? Five years? Old mayonnaise?
The marketing gimmick leans heavily into the notion that this is for BookTok, TikTok’s sub-community responsible for recent sales surges in the publishing industry. The Publishers Weekly blurb refers to it as a “promotion designed for BookTok’s enjoyment.” Will a book that smells like an Applebee’s Appetizer Sampler translate to the visual medium? I mean, I guess I waste a lot of time watching food influencers review the same downtown New York City brunch spots over and over. But still, I’d be surprised. Plus, The Primal of Blood and Bone sits currently in the number 2 spot on the New York Times bestseller list. Is an aioli aroma what helps it claim number one!?
For those interested (and no shame if you are—ultimately, I am a mayo girl), if you find yourself near Miss Willa’ Bookshop in Charles Town, West Virginia (owned by Armentrout), you’ll get a free bottle of Craven-Proof mayo along with your book purchase. I guess my advice would be to just wash your hands after reading.
