Diana Melencio
How Challenger Brands Turn Fragrance Into Consumer Permission And Exit Value
In part one of this two-part series on fragrance, I argued that the consumer industry’s sudden enthusiasm for fragrance benefits challengers more than incumbents. The reason: consumer permission. Large brands can build fragrance capabilities, but they cannot...
Why Incumbents Can’t Buy Their Way Into Fragrance
In late February 2026, nearly every major consumer goods company in the world walked into a ballroom in Orlando and told institutional investors their plans. CAGNY, the Consumer Analyst Group of New York’s annual conference, is one of...
