The interesting part is that perfume has become cultural.

Young people don’t just want a famous brand any more. They want to know who created the perfume. They want to know where it comes from. They want something specific. Sometimes they don’t even buy the big bottle, they buy the small one because they simply want to experience it. For me, that’s a wonderful change.

— Perfumer Alberto Morillas, quoted in The Man Behind CK One Thinks Fragrance Has Changed Forever at Esquire.