A paradoxical position :: Now Smell This

Men’s fragrance has long occupied a paradoxical position within the beauty industry. On one hand, it is among the most commercially dependable categories in prestige fragrance defined by strong brand loyalty, long product lifecycles, and repeat purchasing behavior. On the other, it has resisted the rapid innovation cycles, trend acceleration, and cultural volatility that have come to characterize women’s beauty.

— Read more in The Masculinity Reset: Inside Fragrance’s Most Loyal Customers at BeautyMatter.