Aesthetically attractive, free standing dispensers for the controlled release of volatile liquid materials such as perfumes and fragrances into the atmosphere are prepared by (1) forming a first solution by heating a mixture comprising polyvinyl alcohol and water and/or dimethyl sulfoxide under atmospheric pressure, (2) adding a second solution comprising a volatile liquid material and a monohydric alcohol in a solvent that is miscible with the first solution under conditions that avoid precipitation of polyvinyl alcohol, and then (3) cooling the resultant solution to below room temperature to form a gel in the shape of the final dispenser. The exterior surfaces of the dispenser remainds dry to the touch throughout its useful life.