So what's drawing Gen Z into the world of perfume? We sent a couple of MORNING EDITION staffers to a fragrance store. Here's NPR's Nina Kravinsky. JJ VITTORIA: So this is the main bar at Olfactory ...

In a well-lit storefront along the main drag of Washington D.C.’s upscale Georgetown neighborhood, Olfactory NYC CEO JJ Vittoria stands in front of a wall of perfume bottles. The store is ...

Aisle after aisle, the many scents of perfume and cologne whisk through the store, drawing you in until you’re next in line to purchase. There’s something so alluring and so powerful about ...