Welcome to the perfume room. My scent of the day today is Spaterno 1921. And I thought it would be

interesting to do a side-by-side comparison of 1921 versus Chalimar the Sons, given that they are too

very buzzed about recent launches, both timeless modern perfumes, reimagined for today, but

inspired by perfumes of the past. And I can't talk about them without acknowledging this delightful

recent resurgence of the vintage

ambery scent profile. Rettolent of scents either specifically or loosely like Emmerhod or

Shalimar. We are in this interesting time right now when enough time might have lapsed for

people to discover these scent profiles free from any personal associations.

And I've said it before, and I'll say it again, when people accuse certain scents of smelling like, quote unquote, old lady, on a surface level, it's not that dissimilar than when someone says a perfume is four men or for women. These are learned

consumer codes. If every man that you grew up with smelled a certain way or if every woman did

and one step further, if every older woman did, it's understandable that these associations

would be baked into these smells. Now, we could unpack things even further

and really get into the discourse of why the old lady aroma most specifically has been used so pejoratively,

but that's a conversation for another time. The point I am trying to make is that in order for

consumers to unlearn these associations, we simply have to break the mold.

The rise in unisex and gender fluid, genderful, genderless,

whatever label and approach that brands have taken

has been particularly popular in the last decade.

And as such, so many of today's consumers,

especially ones just getting into perfume,

have already unlearned or never learned these associations.

So going back to scents like Chalimar, Chanel number five, Mitsuko, more recent sense,

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