We saw a clear correlation between richer consumers and a preference for subtler scents or even no scent.
This even applied across countries: third-world consumers liked aggressive floral scents, but in Northern Europe and North America, the scents are way less concentrated and tend to be more toward subtle alpine or linen.
All this was 15-20 years ago; today I notice that no soap in my house smells like anything at all.
It could also be because we’re using more products. If my face moisturizer and sunscreen had different scents, that would be unfortunate. It would limit my options to those that went together.
I don’t normally want my face to smell like anything (again, cologne) but if I did I would choose only one product that’s scented. Probably beard oil.