The Gwyneth Paltrow effect: Could the fragrance category be preparing for a shake-up?

By Becky Bargh | 27-Jan-2020
Fragrance Marketing

From belly buttons to mothballs, new research reveals unexpected new fragrance preferences among consumers

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Jasmine, vetiver and tuberose are just some of the scents traditionally found in a perfumer’s olfactory library.

But as news of Gwyneth Paltrow’s sell-out vagina-scented candle hit headlines in recent weeks, could consumer attitudes, and preferences towards fragrance, be shifting?

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