That’s one for the books

Models Gigi Hadid, Trevor Signorino, Alan Jouban, Louis Solywoda and Filip Sjunnesson, plus a cast of fighters (Nic Thompson, Travis Conover, Adam von Rothfelder, Lukasz Grabowski and Levi Morgan) in a campaign for Versace Pour Homme Dylan Blue, shot by Bruce Weber. Warning: men in wet Versace underwear, plus, needs more kittehz.

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Parfums Raffy

An estimated $800 million

Four of the top five women’s fragrances have remained entrenched for half a decade despite constant efforts to unseat them. Last year alone, fragrance makers launched more than 100 new brands and label extensions, backed by hefty marketing budgets. An estimated $800 million is spent on fragrance marketing each year, according to the firm, from television commercials to billboards to in-store samples and magazine ads.

The problem is that much of that marketing is wasted.

— Read more at Perfume Makers Spend $800 Million on Ads That Apparently Stink at Bloomberg.

There’s no reason to separate

"For me, it's a great joy to smell a fragrance I did for men, worn by a woman. A perfume should never be reserved for one sex because smells have no sex," [Mathilde Laurent] told me at the New York City launch of Cartier's new eau de parfum, L'Envol, which is technically for men but something I'd wear in a heartbeat...Though we were sitting at a table with the marketing team, Laurent's role is the art of the juice itself, and she wasn't afraid to say that the separation of categories is just a ploy. It's not uncommon for a company to use clichés—it's a business after all—but she said Cartier works to avoid them. "It's an old habit to put a naked woman or man on the advertising to tell you, 'It's for you!' We have come to a kind of caricature of being a woman or man in perfume, but like our society, there's no reason to separate," she said.

— Perfumer Mathilde Laurent of Cartier talks about gendered fragrances in Here's What One French Perfumer Has to Say About Women Wearing Men's Fragrances at Allure.