“Signature scents now belong mostly to boomers and Gen Xers who are like, ‘My dad wore this, so it must be good,’” Bendeth says. But zillenials — the ‘micro-generation' of people born between 1993 and 1998 — and millennials aren’t so tied to what their parents wore. Bendeth tells Vice that those younger generations have “mercurial attention spans” when it comes to fragrance, prioritizing novelty and the pursuit of switching things up, even if it’s sometimes only under the umbrella of the same brand. “Fragrance wardrobing has turned into fragrance speed-dating,” she says. “Getting married to just one [fragrance] is now a hard sell, but marrying into a name is still trendy.”

— Read more in When It Comes To Fragrance, Are Men Monogamous? at Vice.