We are living in what some call “the anti-social century,” increasingly isolated from others and the material world. Last year, Chen observed a cultural arc in which food is being compressed “from solids to liquids (think soylent, branded as a meal replacement) to gaseous (perfume when sprayed),” as she wrote on Substack. In the era of Ozempic, she speculated, gourmand perfumes could replace dessert. Already, the fashion and advertising worlds have turned food into fetish, serving up decadence without the calories. Croissant laundry detergent and restaurant-commissioned “pasta water” candles satisfy the same cultural craving.
— Read more in at Perfume Culture Is Starting to Stink at New York.
That article was mind-blowing, especially about zoomer’s perfume-too preferences (an 8 y/o reviewing fragrances?), but contemplative in its own way. I had a good laugh about the perfume closet tour where the influencer said she organized her scents by color because she’s a Virgo (I’m an Aries w a strong Virgo vibe in my chart and now I can explain why when I get that look from friends 😆). A lot to unpack Robin, but as an Econ major in college, I wonder about a microeconomics question: at what point does capitalism become toxic at the industry-level? I’m not a doomsayer, but croissant -scented laundry detergent? #UnscentedTideforMe
Thank you for taking us deep, Robin!
I use unscented tide too…
I do think there are all kinds of toxicities about the perfume industry and about being an avid consumer of nearly any consumer product, and like several of the people in the article I regret how much perfume I have amassed.