marketing’s long-standing, sex-centric M.O., many of the category’s buzziest brands today are leaning into perfume notes as the champions of their storytelling efforts.
Ffern, the 2017-founded “slow” fragrance brand which sells via seasonal drops, exemplifies this approach. More than they depict people or even perfume flacons, the brand’s most recent Instagram posts feature rhubarb stalk and white hyacinth flower portraiture — main notes in the brand’s new Spring 24 Organic Eau de Parfum drop.
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