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Hawthorne For Men Matches Cologne To Consumer's Characteristics And Preferences

January 4, 2017: 12:00 AM EST
The Hawthorne for Men website invites visitors to answer questions about themselves and their habits and preferences, and then matches the responses to a cologne scent. The direct-to-consumer brand is targeting the eau de parfum market for men, which had sales of almost $70 million in 2015, according to NPD. The user is offered two options from the 10 formulas available: one a bold scent and another that is subtler. Each bottle costs $100. The company is confident it can accurately match the scent, but exchanges and returns are straightforward and returns are less than five percent, exchange requests are under 10 percent.
Dena Silver, "This Cologne Brand Accurately Chooses a Scent for You", Observer, January 04, 2017, © The New York Observer, L.P.
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