They hold the piece of clothing close to their noses and inhale a mixture of fabric, wind, soil, damp and the stiffening that comes from textures hanging outdoors in minus-degree temperatures. This aroma is by far the most popular fragrance among the Russian consumers I interviewed, and it explained the slow sales of a flowery-smelling laundry detergent. Floral scents not only had no emotional relevance to Russians, they made Russian men feel self-conscious. Ultimately, I convinced the laundry detergent manufacturer to get rid of the smell entirely. We then rebuilt the fragrance to duplicate
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know thy customer
