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P A R F U M P L U S 26 Sustainability The Paradigm Shift in Natural Essences "In a time of drastic change, it is the learners who inherit the future. The learned usually find themselves equipped to live in a world that no longer exists.” Eric Hoffer IT WAS THOMAS Kuhn who first defined the term “paradigm shift” as the phenomenon where one conceptual worldview is replaced by another. In other words, it describes a major shift from one way of thinking to another– a transformation that doesn’t “just happen” but is driven by Agents of Change. Anyone carefully examining the significance of our current market dynamics should reasonably conclude that the market for natural essences, such as natural perfumes and natural essential oils, is certainly in the midst of a transformation, suggesting a paradigm shift could indeed be well underway.