...it's a useful term in describing objects (traditional oriental vases and carpets differ from occidental ones, right?), the trouble is when the object gets intricately tied to western projections of racist/orientalist fantasies. but most perfume marketing is about fantasy anyway, oriental or occidental. perhaps discussing the term's usage is a way of lifting that veil of fantasy rather than "signaling virtue".

...Brigitte Eau de Parfum smells like panettone.