“I think the history surrounding our relationship with fragrance in the United States is fascinating. When you look at the use of Zen-Z and millennial perfumes, it’s much more than the oldest generation, “he says.
And much of it involves the transformation of the younger generation that uses beauty as a tool for open self-expression and is not embarrassed to joke about it. “If you’re over 40 — and I’m 41 তাই so I fall into this category আমার I remember a time when I was going to work at a law firm, and it was a place where complex perfumes and fragrances were almost considered. Anti-intellectual, ”he says. “Can you imagine if you took an elevator, you were really trying to climb the corporate stairs and then you would fill the whole elevator with your perfume? It was looked down upon. “
And while some people have sensitive noses or simply prefer soft-smelling things, Shapiro feels that scent is not something we can completely remove – or that we shouldn’t notice. “It’s amazing how much odor we get in our daily lives [in the U.S.]. But the problem is that we don’t really get rid of it কম very few things in life are actually odorless, “he reminds us.” But without getting involved, we don’t engage that part of the brain. . “
And when you compare it to other countries and cultures, it shows. “When you look at other places, the scent is more central and embedded in their culture. And so that feeling has evolved a lot, “she says. At least you can see it anecdotal: I think how many Parisian cafes, shops and hotels each have their own very distinctive signature scent (an empirical element to stay with you).
But it’s not just anecdotal evidence – it’s clear in the market. “When you think about how beauty categories perform, makeup is usually the top category in the United States. But perfume is the top category in Europe, “she says.” In the United States, we still think about Visual People – makeup application tutorials, and ‘before and after’ photos. But I think a change is happening where it is becoming much more sensitive. You hear the younger generation talk about how good they feel when they apply something, “said David Cook, chief of The Christian Science Monitor’s Washington bureau.
Yes, we see Jane-Z and the millennials employing it much more thoughtfully and holistically: scent is an essential part of their routine. “These two generations communicate more with their sense of smell. They taste it, they want it to be unique. They want to try different things. I think that’s a wonderful thing. ”