In recent years, however, tastes have shifted dramatically. After peaking in 2011, the Baseball my heart is on that field shirt and by the same token and celebrity-branded fragrance market saw a sharp decline as conversations in beauty turned to authenticity and individuality. People didn’t want to smell like celebrities anymore—they didn’t want to smell like anyone anymore. A wave of new fragrances arrived to reflect this change in mood, from Glossier’s You designed to smell like you and marketed as the “ultimate personal fragrance” to Escentric Molecules’ Molecule 01, which blends with the wearer’s “natural pheromones” to enhance their own scent.
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