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It is always the unexpected that creates the new iconic signature. For the big mass market brands, we learn from the trendy niche brands, but it is about finding the right inflection point in the market. We teach the consumer the fragrance trends and we as perfumers can create the smell of shampoo, body wash, etc. So, what will the next smell of comfort, safety and energy be? What is the next smell of shampoo?
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