A paper product for storing fragrances comprises a paper support in which there is embedded a quantity of microcapsules in some of which there is encapsulated a fragrant essence while others are without fragrance, e.g., filled with a neutral fluid. The microcapsules are incorporated in the paper during its preparation from paste. Those neutral microcapsules preserve the integrity of the fragrance-containing microcapsules during handling of the product. The captive fragrance may be released after an indefinite storage period by deliberate crushing or otherwise rupturing of the microcapsules. The product may be a scented card, publicity insert, unwoven paper tissue or the like, and the main application of the invention lies in the perfume industry.