Abstract: An automotive air freshener for insertion into a cigarette lighter socket of a vehicle has an elongated housing having first and second ends and opposite sides. First and second electrical contacts are in the first end of the housing and are adapted for insertion into the cigarette lighter socket so that the first and second electrical contacts can be in electrical contact with the socket. An internal circuit board has a switch and an operating current in contact with the first and second electrical contacts. Power is conveyed through the electrical contacts to the circuit board to provide heat at varying degrees to heat a fragrance pad and to operate a fragrance emitting phenomenon. A cover is connected to the circuit board to protect a user from burns.