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Swallowable perfume—! Is this the logical outcome of precarity, atomisation and hyper-individualism—to reassert yourself, now, as a human atomiser? The vagaries of genetic difference and skin chemistry now allow you, as the ad breathily encourages, to “Go beyond accessory. Express uniqueness. Swallowable perfume: a new cycle of evolution.” Only five years after the Lululemon sweatable perfume hoax debuted, it has already become reality.