An e-commerce startup thinks they have the key to selling fragrances online.

An e-commerce startup thinks they have the key to selling fragrances online. Phlur relies on imagery and sounds to connect consumers with their perfect scent: for example, to describe the spicy fragrance “Moab,” the site uses “feelings inspired by the desert’s sun, wind and openness” and a Spotify playlist that features “strong notes of Heartless Bastards, Calexico, and Spoon.”  The innovative brand targets modern, young consumers who aren’t “interested in smelling like Ariana Grande and [don’t] buy into the misogynistic marketing that has a narrow, sexualized messaging.” (Racked)