What is the state of gender in perfumery right now? How can we be inspired by other industries to shake up the rules and create a more inclusive vision? Firmenich has gleaned compelling insights into what masculinity and femininity in perfumery means today, how these concepts are shifting, and what we can understand on how gender impacts new olfactive codes. We use the Theory of Archetypes to analyze the multiple gender representations in the fragrance market, explore identity as it exists today and unlock future opportunities.