Debranded perfumes help consumers find the perfect scent without being distracted by the label

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Consumers are bombarded with so much information and marketing about products that discovering a great new brand by chance is a rare thing. We've seen attempts to help consumers make their own decisions in the past with startups such as Uncovered, which sells books by showing readers an excerpt, rather than the title, author, or book cover. Now the new Desirée Parfums store in Milan is organizing its fragrances by aromatic quality, rather than brand. When walking into the space, customers aren't subconsciously guided towards the most expensive perfumes like they might be in another store. Instead, the outlet has…

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