Less than five months after Glossier unexpectedly launched two new perfumes at once, the ur-millennial D.T.C. beauty brand is preparing to launch yet another scent in March, this time a floral called… Fleur. There will be a pop-up in Paris, plus all the usual activations, mailers, and parties that come with the territory. I’m sure Fleur smells pretty good, too. Nevertheless, it’s somewhat baffling that Glossier—a brand that has historically placed disciplined image maintenance above innovation and speed—will soon have launched three new fragrances in under six months. This is, after all, a brand that waited seven years to release a follow-up to its bestselling Glossier You.