Forget his or hers. Scent beyond gender - an idea started with CK One in the 90s - is shaking up the perfume industry
• Read more from the spring/summer 2020 edition of The Fashion, our biannual style supplement
Christian Dior famously said, “A woman’s perfume tells more about her than her handwriting.” But in 2020, the very idea of “a woman’s perfume” is a concept that looks to be on its way out.
Not that you’d know it from the fragrance departments of mainstream stores. There, the subliminal, traditional messages around scent still reign supreme. A woman’s should be pretty and floral, with curved rather than angular bottles and “feminine” names – Belle, Daisy, Sweetheart. Conversely, fragrances for men are “harder”, with darker colours, leathery, smoky ingredients and names such as Sauvage and Le Male, conjuring a Bear Grylls type who rescues women from burning buildings and singledom.
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