Welcome to the WTSA Newsroom — a global hub for sensory science, wellness, advocacy, cross-modal creativity, and the future of perception.
Our mission is to advance well-being and sensory awareness through interdisciplinary storytelling, research, advocacy, and innovation. We believe that taste and smell are not just biological senses — they are portals to memory, identity, healing, and connection.
We invite submissions from scientists, clinicians, chefs, perfumers, flavorists, technologists, artists, farmers, philosophers, and storytellers who explore the world through the senses.
When Fragrance Becomes Identity: What Men's Grooming Tells Us About the Future of Smell
Something is happening in men's grooming that deserves more than a trend report. It deserves a closer look at the nose.
In a recent interview with Personal Care Insights, Augusto Garzon — Global Brand VP for Axe and Dove Men+Care at Unilever — laid out a striking shift in how men relate to personal care. The men's grooming market, now valued at over $50 billion globally, is no longer defined by dark packaging and one-note "sport" scents. Men are building multi-step routines. They're exploring textures, formats, and — crucially — fragrance as a mode of self-expression. Nearly half of male consumers now actively choose male-targeted products, up from just 19% a few years ago.
Support Our Work:
The World Taste & Smell Association is continuously seeking volunteers, sponsors, and partners to collaborate with us for local, digital, and regional events as we aim to further our mission. We invite you to connect with us and discover the numerous opportunities available for your involvement. Together, we can make a difference!
