Hawthorne Is Coming at You and Your Old Spice—With Algorithms

6 Min Read |

Personalization and direct sales are innovating the once-stale men’s care space.

They said they wanted “leathery.” Not smoky. Not spicy. Real leather.

That’s how Brian Jeong and Phil Wong, two entrepreneurs who introduce themselves with hugs rather than handshakes, shared their vision in the New York offices of Givaudan SA, the 123-year-old Swiss fragrance maker.

They urged Olivier Gillotin, a perfumer since 1976 with successes like Ralph Lauren Polo Red and Balenciaga’s Cristobal, to…

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Updated December 2022

by Richard McKeon