Perspective: The Cents of Smell

Helpless husbands used to buy their wives perfume at the local drugstore. They’d better not try that today

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In 1961, the most popular car in the nation was a Chevrolet, French fries passed for ethnic cuisine, and a mere 4 percent of Americans vacationed in Europe. So imagine the plight of the typical, suburban, Darrin Stephens-type husband when it came to his wife’s birthday or his wedding anniversary: clueless.

Enter the clever marketing folks at Shulton. Founded in 1934, the New York-based fragrance company built a mighty empire around—with all due respect—cheap perfume. Shulton was the pharmacy brand.

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