Fragrance & The New Beauty of Branding

How scent is becoming the sharpest case study for how emotion, data, and design build modern brands.

This week, I wanted to drill down into a specific vertical. Broad industry themes—like the retail one I shared in the last Retail Innovation Week newsletter —can feel too sweeping to act on. So today we’re taking a sniff at fragrance: a category that’s fascinating no matter where you work because (I believe) it’s a microcosm of branding. It sells the tangible and the intangi…