By  on June 12, 2019

Dawn Goldworm, president and chief creative at branding agency 12.29, challenged marketers’ age-old premise that each person has her or his own individual olfactive preference.

She started her career at Avon Products Inc. and Coty Inc., when the celebrity fragrance boom began and was given the requests: Could you re-create the smell of my last holiday? …of my childhood? …of my baby?

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