7 of the best scents to wear this spring, according to professional perfumers

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Four colorful perfume bottles situated in the sunlight act as vases that hold single-stem flowers.
Spring weather doesn't just call for a wardrobe change, switching to a fresh, light fragrance is another way to update your style.

Iryna Veklich/Getty Images

AI is helping fragrance companies unlock the sensational possibilities of smell

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A perfume bottle
"Fragrance is really a kind of black box," Johan Chaille de Nere, Givaudan's director of digital transformation, told BI.

Julia Dufosse for BI

Smell is perhaps the most powerful human sense. Think about the scent of fresh lavender or an evergreen forest; these might bring you peace or remind you of something unpleasant. Either way, you don't have control over how they affect you.

Target shoppers say the store's dupes of luxury perfumes smell better than the real things

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Target perfume and Tom Ford perfume.
Finery's Not Another Cherry scent is said to be a dupe of Tom Ford's Lost Cherry. 

Target and Tom Ford

The secret status symbols hiding in plain site

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Status symbols have gotten quieter but no less expensive. Here's a guide to the quiet luxury items that are trending this year.

I just learned a life hack for saving money on cologne and perfume. Here's how it works.

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Sephora perfume display
You can refill an empty perfume bottle, but you'll have to do it at home, sources say.

Jeff Greenberg/Getty Images

Sephora is embracing the most annoying anti-theft policy

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shelves of perfume in Sephora
Sephora now stores away its perfume, displaying only the tester bottles.

Jennifer Ortakales Dawkins/Insider

Why Louis Vuitton and Tom Ford spend up to $15,000 for one kilo of Bulgarian rose oil

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Bulgarian rose oil is the most valuable rose oil on the market. Buyers are willing to pay $15,000 for a single kilogram. But to make the highest-quality Bulgarian rose oil, producers must spend the year cultivating fields that will bloom for only a few weeks.

What does Elon Musk's 'Burnt Hair' perfume really smell like? We asked our newsroom to do a blind test of the new fragrance.

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Burnt Hair
Elon Musk launched a $100 perfume called 'Burnt Hair' in October 2022. We asked Insider staffers to test it out.

Lakshmi Varanasi

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