Gen Z’s Scent of Authenticity Is Reshaping Luxury Fragrance

In the Fortune article "Gen Z is more obsessed with smelling good than ever—and luxury perfume brands are cashing in," Ian Baer, founder of Sooth, discusses how Gen Z's unique preferences are influencing the luxury fragrance market. Baer emphasizes that this generation values authenticity and emotional connection over traditional marketing tactics. He notes that Gen Z consumers are drawn to brands that align with their personal values and offer genuine experiences. This shift challenges luxury brands to move beyond conventional advertising and engage with Gen Z through transparent storytelling and meaningful brand interactions.