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What’s the one thing a brand can get wrong that instantly kills your interest?

I’ve become a huge fan of Penhalingtons recently. I feel like James Bond wearing Halfeti and Sartorial. They make me feel like a manly man with purpose. Very traditionally masculine to me.

How much does presentation matter to you when you’re buying a fragrance? Have you ever been blown away by a bottle or packaging that elevated the whole experience? For example, I picked up Creed Millésime Impérial and was surprised how underwhelming the bottle and packaging felt for the price.

When you think of a men’s fragrance, what’s the first quality that comes to mind? Is it the actual notes? The story behind it? How it makes you feel? Or is it more about the context, the image, the status, or the mood it evokes?