What to Watch: Focus on Fragrance

In 2019, companies will continue homing in on newfangled ways to experience perfume as the fragrance category, historically the beauty industry’s cash cow, continues to lose ground to its rivals, the skin-care and makeup categories.

In today’s selfie-ready, Instagrammable, beauty tutorial-filled world, fragrance’s multifaceted — yet invisible — complexion gets comparatively little play, to the detriment of its business.

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