Bloomberg Businessweek

You’re Smelling Different Again

Mass-market and celebrity scents don’t impress millennials | “It’s not the same fragrance that you smell on everybody”

Fabrizio Freda, the chief executive officer of Estée Lauder, could tell the fragrance industry was changing by watching his own family. His grandfather picked a signature cologne and never changed it, he says. But his own son hasn’t shown that kind of loyalty; he might wear two or more scents in a day. It’s an approach

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