The UK’s biggest independent retailer, The Fragrance Shop has launched its #BEYOURSELF campaign online and in-store. The year long 360° marketing campaign is the first of its kind for the fragrance retailer and puts the consumer firmly at the forefront, encouraging everyone to ‘Be Yourself’ through fragrance.
Eight diverse role models have been chosen to bring the campaign to life. Their stories will be communicated to consumers across in-store and online via digital screens, email, leaflet and social messaging from The Fragrance Shop for a truly omni-channel approach.
In addition, the #BeYourself activity from the fragrance retailer will be channeled through a variety of online and offline activations. The campaign will include scent stories across their platforms with a different story each week, a sniff bar touring the UK in major cities, and a summer event to celebrate the campaign. There will also be a nationwide search for the next face of The Fragrance Shop. The winner will feature across the national campaign, sharing their story and scent experience.
The Fragrance Shop CEO, Sanjay Vadera MBE, says: “Fragrance has been symbolic of our individual identities for decades. Exponentially more than a scent, its potential to create lasting feelings and memories is central to the #BeYourself campaign. We saw fragrance sales rise in a time when we were all sat in our homes and couldn’t see each other, showing how important fragrance can make us feel likes ourselves.
Our #BeYourself campaign pays tribute to the individuality of our diverse customer base and is a true celebration of finding one’s identity through fragrance.
Customers new and old will be able to participate in interactive activations, engaging content, as well as special offers and subscriptions that actively encourage them to ‘Be Yourself’.”
