The air freshener Little Tree epitomizes the state of contemporary scent culture. This might sound provocative.You might not have thought about it this way. But think about it: The tree-shaped air freshener was invented by Julius Sämann in Watertown, New York, in 1952. They are made of a specially formulated absorbent material and offered in a variety of colors and scents. And today Little Trees seem to be ubiquitous. The Car-Freshner Corporation fiercely defends its trademark on the tree-shaped air freshener. Yet, the scented trees have been featured in popular media, including the movies The Fisher King, Seven, and Repo Man. More recently however, an entrepreneur in Bern, the Swiss capital, came up with the idea of personalized air freshener: Deluxe Air.