When picking out perfume or aftershave, people often opt for fragrances that help them communicate their values or let them experiment with their aesthetic identities. Having explored this behaviour in our Beauty Sector Snapshot, Canvas8 spoke to eight Britons about their scent preferences.
Safa Arshadullah is a behavioural analyst at Canvas8 with a background in organisational studies and strategic communications. To her, exploring behavioural and cultural insights is a means of learning nuances to better foster equity and justice in the world. Outside of work, you can find her tinkering with her chai recipe, taking meandering walks in neighborhoods she’s never been to, or analysing one of the multiple TV series she’s watching.