HerVantage: What's Your Scent?

The perfume industry took over the world in the last century and we see many innovations and recently, scientists are trying to create a scent that’s out of this world; the scent of a comet.  Jo Malone London is a brand that was born in 1992 but has took on the world with scents personal to each user.   How do you build a global brand and yet keep it personalised at the same time?