A fragrance sampling system for use in a store comprises a piezoelectrically vibrated orifice plate atomizer mounted to extend from a support structure in the store, such as a shelf and operated to emit puffs of very small droplets of the liquid fragrance and eject them upwardly into the atmosphere such that they become fully evaporated before contacting any supporting surface. The atomizer is controlled by electrical circuits which limit the times during which atomization occurs.