In this video I’m basically asking the question a lot of us think but don’t say out loud: did fragrance peak in the 80s/90s… or are we just nostalgic? I move into Gen X (1965–1980) and talk about why I’m a bit biased because I genuinely wish I’d been old enough to experience that era properly. The 80s were bright, punky and loud, the 90s swung minimalist, and I love how personal style felt more “picked a lane” back then—your clothes, your vibe, your scent all matched a lifestyle. I go through how fragrance marketing shaped buying habits—TV adverts like Calvin Klein Obsession and Ralph Lauren Safari, plus magazine culture (Vogue, iconic print ads) pushing that moody, dramatic storytelling. Then I talk about the early-90s shift into “gender-bending” unisex marketing with CK One (I respect what it did, even if I don’t personally love the scent profile). I also touch on niche houses gaining momentum—Serge Lutens especially—and how that era opened the door to more experimental themes like Ambre Sultan. Finally, I get into the clubbing side: big powerhouse scents like Joop!, Cool Water and Kouros that were basically made to turn heads.