We’re getting wafts of scent profiles that buck prescribed trends, and maybe even the basic idea of smelling good, in the name of individuality and specificity. Rather than the popular choice, consumers are cottoning to unconventional and arguably unappealing smells like burnt rubber, cannabis, soda, or blood. This desire for distinction over pleasantness signals an important sentiment shift from fitting in (think Le Labo's Santal 33) to standing out (Grillo’s Pickles perfume?) Here, being memorable is more important than pleasing others. For brands, the magic will be in the mix, and an incredibly nuanced nose to nail the perfect balance of off-putting and alluring.

THERE'S MORE TO THIS STORY, READ THE REST HERE