NEW YORK — In today’s overcrowded, chaotic and hyperventilating marketplace, launching even a single fragrance can be daunting. But to create multiple scents — each fitting the distinct personality of a particular brand — demands no small amount of mental dexterity.

And there are a number of creative product development chiefs doing that every day. Considering the retail market’s manic appetite for product newness, the question arises as to how this creative momentum can be sustained, season after season.

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