Cinnamon. Cinnamon. Cinnamon.
That was all I could smell, and I was worried my nose was defective until I searched this topic. Phew. It's not a bad thing, but it's pretty overwhelming in the vial and wet. It settles down once dry and lasts a few hours. I felt like I had to reapply 1-2 times today to get it to last all day.
I would also agree with the incense comment.