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Swapping celebrities for niche scents

Millennials no longer want to smell like Justin Bieber or Britney Spears - they’d rather have the scent of a smoky fireplace or old lipstick. ||| New York - Fabrizio Freda, the CEO of Estee Lauder, could tell the fragrance industry was changing by watching the members of his own family. His grandfather picked a signature cologne and never changed it, Freda says. But the executive’s son hasn’t shown that kind of loyalty - a typical attitude for younger consumers.
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