Abstract: Air freshener apparatus comprising a cup-like base in which a quantity of fragrance emitting ingredient is disposed in at least a partially exposed relation. Secured air sealed about the support is a tubular bellows a soft, pliable composition forming an air chamber overlying the exposed relation of the fragrance ingredient. Breather holes formed through the support underlying the fragrance ingredient therein enables dispensing of a controlled quantity of fragrance scent by manually compressing the bellows. An adhesive pad on the undersurface of the support enables the apparatus to be attached to a recipient surface. Merchandise packaging of an air freshener unit includes a blister wrap of pliable composition having an aperture communicating from inward to outward thereof. This enables on-site consumer testing of the unit by depressing the wrap which in turn compresses the bellows to effect a scent emission outward through said aperture.