rich 1.0 Perhaps you've heard of Athena Club, one of the millennial-era DTC personal care brands of the 2010s that offered period products, razors, and deodorant. Once fragrance entered the mix (and the brand entered Target and Walmart), Athena Club unofficially reintroduced itself with an assortment of eight scents across body wash, lotion, and fragrance mists. Most recently, their scents Banana Sunmilk and Pink Marshmallow gained traction on ScentTok, and got our attention as well. We welcome SVP of Marketing Emily Ferber on this episode to discuss creating compelling scents for the mass market, how she got her start in beauty at Into The Gloss and Glossier, and what it takes for a brand to find its legs in an oversaturated market. [What we smell like today: Bvlgari Omnia Amethyste, Phlur Vanilla Canyon] 🌐 Find more info, episodes, and merch (https://smellyalater.live/shop) at Smellyalater.live (http://smellyalater.live/) ☎️ Leave us a voice message on the SYL Hotline at Speakpipe.com/smellyalater (http://speakpipe.com/smellyalater) , and we may respond on a future episode. 📱 Follow us on Instagram @smellyalater.mp3 (https://dashboard.simplecast.com/accounts/8b7973f0-fdbe-4555-91cd-1417b8ef917d/shows/643affe1-f13e-4659-91cd-5c0854e29609/episodes/cb196eda-6c70-4dcc-9d51-cabe4bb6ed38/instagram.com/smellyalater.mp3) 💌 Leave a comment in our Spotify (https://open.spotify.com/show/2SeEBBlAvgASOplFNc1zoL?si=41cb698361ae4e77) episode prompts and/or a (nice) review wherever you stream (⭐️⭐️⭐️⭐️⭐️ only) Smell Ya Later https://audioboom.com/channels/5142984-smell-ya-later Audioboom https://audioboom.com 480 95 https://audioboom.com/i/42433366/600x600/c 600 600 <iframe width="100%" height="95" src="https://embeds.audioboom.com/posts/8940195/embed?v=202301" style="background-color: transparent; display: block; padding: 0; width: 100%" frameborder="0" allowtransparency="allowtransparency" scrolling="no" title="Audioboom player" allow="autoplay" sandbox="allow-downloads allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation"></iframe>