Because why shouldn’t your mail smell like breakfast in Paris?
After the baguette-scented stamp in 2024, La Poste is back with another deliciously unexpected creation: a stamp that smells like a butter croissant. Released on October 8, 2025, this limited edition piece celebrates France’s most iconic pastry and turns every envelope into a sensory experience.
Printed in 600,000 copies and sold for €2.10, the golden stamp was designed by Frédérique Vernillet and produced by Philaposte in Dordogne. Its secret lies in a special ink infused with micro-capsules of scent; just rub it gently, and the smell of a warm, flaky croissant fills the air.
The launch coincided with France’s National Best Butter Croissant Competition in the Drôme, where collectors and curious foodies lined up to get their hands on it. According to La Poste, more than 400 stamps sold on day one at the Valence-Herriot post office alone.
A sensory tribute to French culture
La Poste has a long tradition of scented stamps, from the chocolate edition (2009) to the “fresh-cut grass” Euro 2016 stamp, and last year’s baguette version. This latest release continues that playful legacy, paying homage to France’s love affair with artisanal baking while showcasing the country’s knack for creative craftsmanship.
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Beyond the novelty, it’s a masterclass in emotional marketing, transforming a humble stamp into an immersive, multi-sensory experience that evokes pride, nostalgia, and a little national appetite. Because before you even open the envelope, you’ll catch the unmistakable scent of a French breakfast moment.
La Poste proves that even the most traditional institutions can innovate through creativity and humor. A croissant-scented stamp isn’t just a collector’s item, it’s a story about culture, identity, and the everyday art of being French.
