In the high-stakes world of fragrance, there is a silent killer of brands. It isn’t the scent’s longevity, and it isn’t even the price point. It is the failure to understand that today, the bottle is just as important as the juice inside. Let’s look at a tale of two brands—a story that might sound … Continue reading Stop Just “Protecting” the Product: Why the “Unboxing Ritual” is the New Battleground for Perfume