Iwegbue immediately sprayed a lil on her wrists after I finally clued her into the launch. “It smells like my favorite Starbucks cappuccino at 12 years old,” she gushed. She wore it all day long and ...
“It’s not superfluous to the product,” Mr. Mears said. “If you’re a company that makes shampoo, your product lives or dies by efficacy, and the storytelling is superfluous. The efficacy of a fragrance ...