This new androgynous celebrity fragrance from pop star Katy Perry aims to send a message of inclusivity and diversity.
Lately, Perry has been experimenting with her public image by seeking out more gender-neutral and less flashy fashion choices. In honor of the star's new outlook on life, she is celebrating by releasing an androgynous fragrance. 'INDI' features notes of white tea, oriental plum and Italian bergamot. The scent is meant to be musky and rich with sparkling top notes, for a scent that can be worn by both men and women.
Generation Z and Millennial consumers are often drawn to products that feature an inclusive gender neutral-image. As generations that have been exposed to marketing their whole lives, these groups can become jaded against inauthentic or contrived brand messages, so they typically prefer to use their purchasing power towards brands that align with their own world views.
Image Credit: Katy Perry's Indi