Eau de . . . mayo? 2024 was the year perfume got weird
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From Hellmann’s to Auntie Anne’s, brands got in on the niche fragrances industry this year.
Imagine you’re walking down the street in New York City, bundled up to enjoy a glorious December morning. A passing Uber sends a rush of air over the sidewalk, carrying with it the distinct scent of buttery dough, salt, and a slight cloying sweetness—all the notes of a hot, greasy-to-the-touch Auntie Anne’s pretzel (the perfect cold weather snack). But, to your dismay, there’s not a blue awning in sight. So where did that distinct smell come from? In the year 2024, probably from the perfume bottle of your fellow pedestrian.