With how bad for us the common fragrances are in regards to things like cancer risk, endocrine disruption, etc, its surprising that nothing has changed. Most products have fragrance free alternatives.
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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 turns out a few of the customers douse their dollars with their personal scents to remind everyone who's spending money with them, and I suppose to see where it might be circulating.