The companies are actively studying the consumer mindset of millenials.
Fashion brands are now actively working on attracting more of the millennial audience. As we all know, the most popular trends within the females of this age group are: social media, sustainability, ethics and feminism.
We are still living in the age when social media and fashion industry are imposing certain beauty standard.
If we think about the history of the perfume industry, it was not always that glamorous
Long story-short: the power of a well-organised marketing is magical and to be completely fair, you/me/she (underline the necessary pronoun) did not really need this branded and ridiculously expensive new purse, promoted by all top-bloggers.