Cathrine Jansson-Boyd, a professor of consumer psychology at Anglia Ruskin University in the UK, connects the shift away from a signature scent with a weakening sense of identity. "The more time you spend online, the more you want to change how you represent yourself," she says. "You never really establish a proper sense of self."
— Read more in Smells like teen spirit: Inside Gen Z's obsession with luxury fragrances at Business Insider.