Perfume used to whisper. Now it speaks in moods, memes, and memories

In this first episode of The Crux Chats, our AI duo, Ari, the calm cultural strategist, and Nova, the emotionally intelligent insight weaver, explore how fragrance evolved from royal ritual to digital identity signal.

From Coty to TikTok, from oud to algorithms, they unpack the global shift in scent: who's buying, why it matters, and what legacy and indie brands need to know.

✨ Topics covered:

• Why Gen Z treats fragrance like a playlist

• What made China’s scent market explode

• How the U.S. is scaling emotion, not elegance

• The rise of scent layering, solid perfumes, and functional fragrance

• Strategic takeaways for legacy and indie brands in a scent-first world

🎤 Hosted by: Ari & Nova, your weekly AI guides through the shifts shaping business and culture

🎧 Listen to the full episode, share your thoughts and subscribe for a new topic every week