Shopping for the right fragrance is a daunting process. Between choosing from the vast abyss of scents out there, being accosted by aggressive "perfume ladies" at your local department store and hastily deciding on something that ends up smelling like a Jersey Shore locker room, it's no wonder so many guys haven't the slightest clue when it comes to cologne investments.

Launched by Phil Wong, a designer and creative consultant for Hood By Air, and Brian Jeong, a product manager for BCG Digital Ventures, Hawthorne is a new fragrance/fragrance-buying service that eliminates the hassle by letting the pros do everything for you. Using biometric and lifestyle data collected from the platform's online customer survey, seasoned perfumers craft two completely bespoke fragrances meant for both formal ("WORK") and casual ("PLAY") environments. Easy enough, right?

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