The Gwyneth Paltrow effect: Could the fragrance category be preparing for a shake-up?

From belly buttons to mothballs, new research reveals unexpected new fragrance preferences among consumers

In partnership with perfumer Douglas Little's brand, Heretic, the candle is said to be blended with notes of geranium, citrusy bergamot and cedar absolutes

Jasmine, vetiver and tuberose are just some of the scents traditionally found in a perfumer’s olfactory library.

But as news of Gwyneth Paltrow’s sell-out vagina-scented candle hit headlines in recent weeks, could consumer attitudes, and preferences towards fragrance, be shifting? . . .

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