I'll admit to some bias with Incredible Things; my girlfriend wears it and it smells terrific on her. I don't believe in "skin chemistry" (although I do believe in hygiene), so I'm not saying that there's anything about anyone's skin that makes a fragrance smell differently. This scent seems to be tailored for her though; it fits her personality, her liveliness, her beauty, and I'm impressed with this inexpensive celebuscent. I can't deny that it smells great, and the body lotion works well with it.
Taylor Swift apparently likes eating ambrosia for dessert, because that's what Incredible Things smells like. It's an appetizing gourmand featuring soft analogs of pineapple, coconut, mandarin orange, and vanilla. The sweetness gently drifts into marshmallow, without being obvious and overbearing. There are no piercing accords, no loud ethyl maltol notes, and nothing that screams DRUGSTORE into my nostrils. It's a very happy scent, and yes, it's sweet, but it's also a touch green (a little minty), and it comes together as something classy and mature. It doesn't smell like teeny-bopper crap. It's not "sneaker juice." It's sexy, it's demure, and it works.
When it comes to fragrance, the label and box mean nothing. Taylor Swift's association begins and ends with the ink they used to print her name. Nothing about Incredible Things evokes Ms. Swift, nor should it. What you find is that celebrity scents are just like the rest: they smell good or they don't, and the marketing is irrelevant - it's the quality that matters. I don't know who is really behind this fragrance, but I applaud them for having the sense of off-kilter romance to take an old-fashioned dessert and make it into a perfume.