{"id":6607,"date":"2025-04-20T23:00:00","date_gmt":"2025-04-21T03:00:00","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=6607"},"modified":"2025-04-20T23:00:00","modified_gmt":"2025-04-21T03:00:00","slug":"something-smells-like-an-unpopular-rebrand","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=6607","title":{"rendered":"Something Smells Like An Unpopular Rebrand"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Boy Smells, the cult fragrance brand known for its \u201cgenderful\u201d scents and subversive aesthetic, has just unveiled a major rebrand, and longtime fans are less than thrilled. The redesign, dubbed \u201cBoy Smells 2.0,\u201d marks a visual and strategic pivot toward Gen Z. But for many, the brand\u2019s new look feels more like a surrender to the teenage masses than a thoughtful evolution.<\/p>\n<figure class=\"wp-block-image size-large\"><\/figure>\n<p>The agency <a href=\"https:\/\/generalidea.agency\/\" target=\"_blank\" rel=\"noreferrer noopener\">General Idea<\/a> led the rebrand, whose client list includes fragrance standouts like Byredo. Boy Smells\u2019 bottles now feature round caps and bolder logos, echoing design cues familiar to other Gen Z beauty favorites. The brand also introduced Sephora-exclusive scents with names like Rosy Cheeks, Coco Cream, and Sugar Baby, a big step from the grittier energy of legacy scents like Cowboy Kush.<\/p>\n<p><button id=\"expand-paywall-button\" class=\"expand-paywall-button\">Subscribe to Read More<\/button><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/thedieline.com\/something-smells-like-an-unpopular-rebrand\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Boy Smells, the cult fragrance brand known for its \u201cgenderful\u201d scents and subversive aesthetic, has just unveiled a major rebrand, and longtime fans are less than thrilled. The redesign, dubbed \u201cBoy Smells 2.0,\u201d marks a visual and strategic pivot toward Gen Z. But for many, the brand\u2019s new look feels more like a surrender to [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":6608,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[],"class_list":["post-6607","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-packaging-news"],"_links":{"self":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/6607","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=6607"}],"version-history":[{"count":0,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/6607\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/media\/6608"}],"wp:attachment":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=6607"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=6607"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=6607"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}