Domino’s drops a pepperoni-inspired perfume for Valentine’s Day— netizens in stitches, "Who wants to smell like pepperoni on purpose?"

Does the smell of a newly made Pepperoni Passion pizza indicate that love is in the air? Domino's has launched a limited-edition pepperoni-based fragrance named "Eau de Passion" in celebration of Valentine's Day. The unconventional scent is meant to entice pizza lovers who are drawn to replicating Domino's Pepperoni Passion pizza's flavor.

Some are inquisitive, some are horrified, and some may even place social media orders for human pizzas. One X (formerly Twitter) user has asked what was probably on everyone's mind:

"I don’t know anyone who would purposely want to smell like pepperoni 💀"

Since being chronically online, we wouldn't question that.

Sharing a reaction picture, a user asked:

"Pepporoni-inspired perfume?!"

A user decided to roast the whole franchise, stating:

"Probably better than their pizza."

A user mentioned:

"I’m not sure I would want to smell like greasy pepperoni even though I love pizza."

A user joked:

"why? so you can attract dogs?? 😭"

A user quipped:

"alright time to smell like pepperoni"

---

The perfume profile of Domino's Pepperoni perfume

The perfume, Domino's says, has a genuine, wearable scent. With a warm, woody base and pepper and spice top notes, the perfume is meant to recreate the aroma of a Pepperoni Passion pizza.

Every Valentine's Day, Domino's sees a 50% increase in orders for its Pepperoni Passion pizza, which indicates that many people already view pizza as a love language.

---

The hunt for Eau de Passion

"Eau de Passion" is not available for purchase in stores. Domino’s is keeping things exclusive, offering the perfume only through an online giveaway. Residents of the UK and Ireland have the opportunity to enter a Domino's competition from February 10–17 in order to win a 30ml bottle.

People may register on Domino's website to enter the contest.

---

The marketing blitz: influencers and doughy descriptions

To promote "Eau de Passion," Domino's has partnered with Luke Debono.

Debono told The Tab that the perfume is

"the perfect gift for passionate pizza-loving couples looking to spice things up this Valentine’s Day,"

adding,

"What could be more attractive to a partner than a smoky, spicy scent that sparks passion?".

Speaking to Irish Mirror, Darren Conway, who also starred in Domino's Eau de Passion campaign, expressed his admiration for the fragrance, calling it "rich, doughy, and slightly spicy."

---

Domino's and their fascination with unusual inventions

Domino has a history of experimenting with novel concepts. A heat suit for delivery drivers was introduced in 2024, while a jetpack outfit was introduced in 2023 as part of a larger strategy.

Domino's isn't the only company that can accommodate your particular preferences, though.

In the United States, Papa John's once introduced a bath bomb that was modeled after its Garlic Dipping Sauce.

Because who doesn't want the fragrance of pizza dough to fill their entire bathtub?