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September 5, 2015
Traditional fragrance marketing is all about everything that's not the perfume. It's the bottle, the packaging, the boy and the girl and the name and the designers. It's about a dream, walking at midnight in some Japanese garden. I believe this is very effective for the majority of people who are going to buy their first bottle of perfume. [But] it is extremely ineffective in terms of consumers buying the second bottle. The second bottle is the juice.