Selling perfume online seems impossible. After all, people need to be able to smell it, right? And when former Ralph Lauren executive Eric Korman launched his online perfume company PHLUR, he ran smack dab into that problem. Industry peers thought he was crazy. He hung in and devised a solution: an ingenious a mix of smart e-commerce strategy, science, photography, psychology, music, and storytelling. And with that, he made the impossible possible.

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