Abstract: A scented color-changing system for revealing a hidden message, brand, picture, and the like on a substrate such as a paper when a fragrance is applied or released on the substrate. The hidden message contains a color former such as a leuco dye and the fragrance contains a color developer such as zinc chloride that reacts with the color former to reveal the message. The fragrance can be sprayed on the substrate or released from microcapsules embedded in or disposed on the substrate by rupturing the microcapsules. The scented color-changing system is particularly suited for use with fragrance test strips, advertising mailers, magazine inserts, and the like.