The Perfume Shop has launched a Scent Rediscovery Service across 14 participating stores, introducing one-to-one consultations intended to help customers reassess their perfume preferences as their sense of smell, tastes and lifestyles change.
The retailer describes the initiative as the UK’s first dedicated high street Scent Rediscovery Service. It forms part of The Perfume Shop’s continued investment in expert-led physical retail and follows earlier changes to its in-store offer, including its enhanced Sutton store experience and the introduction of its Boutique format at Brent Cross and Lakeside.
The service has been developed against a backdrop of changing consumer attitudes towards perfume and wellbeing. Research commissioned by The Perfume Shop among 2,000 UK adults found that one in three respondents, or 33%, attributed changes in their sense of smell to ageing.
Illness was cited by 20%, allergies by 16%, stress and lifestyle changes by 15% each, and hormonal changes and medication by 12% each.
The research also found that 36% of people associate perfume with confidence, while 31% link it with feeling attractive. Almost one in four respondents, at 23%, regard scent as part of their identity.
Personalised In-Store Consultations
Under the Scent Rediscovery Service, customers take part in one-to-one consultations with trained perfume experts. Conversations cover changing scent preferences, favourite fragrance families and lifestyle, with recommendations tailored to the individual.
Following the consultation, customers receive a personalised perfume preference providing a record of the perfumes and scent notes identified as matching their current preferences.
The launch forms part of The Perfume Shop’s wider strategy to develop its in-store customer experience through specialist expertise, personalisation and services delivered through its physical stores.
“At The Perfume Shop, we’ve always believed choosing a perfume is a deeply personal experience. Over time, the way we experience scent naturally changes, whether through different life stages, changing tastes or simply discovering new fragrance families that better reflect who we are.
Karen Harris, Customer Director, The Perfume Shop
We’re proud to be introducing the UK’s first dedicated in-store Scent Rediscovery Service. It represents another step in our commitment to delivering expert-led, personalised experiences that set our stores apart and help every customer discover, enjoy and fall back in love with perfume. The Scent Rediscovery Service has been created to give customers the confidence to explore those changes with the support of our perfume experts. Rather than simply helping someone find a new perfume, we’re helping them rediscover the joy of perfume and build a new connection with scent that feels right for them today.”
Participating Stores
The service is available at The Perfume Shop stores in Barnsley, Bluewater, Blanchardstown, Brent Cross, Burnley, Cardiff 2, Clydebank, Edinburgh, Enfield, Foyleside, Lakeside Upper, Merry Hill, Solihull and Trafford.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
