The UK’s largest specialist perfume retailer, The Perfume Shop, has announced a significant update to its long running loyalty programme. The refreshed programme will relaunch as The Perfume Club, designed to make rewards simpler, more valuable, and easier for customers to enjoy.
The refreshed programme, now called The Perfume Club, launches the 13th July 2026 and aims to deliver clearer value, stronger engagement and a more personalised experience for members.
With more than 6 million members already signed up, the loyalty programme has long played an important role in helping customers discover new perfumes while enjoying exclusive benefits. However, as loyalty schemes across retail have become more common, customer expectations have shifted. The updated programme has been developed in response to this change, with a stronger focus on simplicity, value and meaningful rewards.
The new structure focuses on the benefits customers value most, including points that can be spent on future purchases, and exclusive perks throughout the year. The aim is to create a clearer and more engaging experience while rewarding loyal customers more consistently.
The Perfume Club will include:
Points earned on purchases that can be redeemed on future perfume buys
Weekly rotating perks including brand offers, competitions, and special promotions
Early access to launches, promotions, and in store events
A simple and easy sign up process that is free for all customers
The update also strengthens the brand’s focus on building long term relationships with customers while using insights and data to better understand how people shop for perfume.
Thea Wilson, head of customer at The Perfume Shop, said: “Over the past 14 years our loyalty programme has grown to include a breadth of benefits for our perfume fans. But customer expectations have changed. People want simplicity, clear value, and rewards that feel worth it every time they shop.
The Perfume Club is designed to do exactly that. We have listened closely to our customers and focused on what matters most to them, especially member pricing and exclusive access. This next chapter is about making our community feel part of something special while giving them more reasons to shop their favourite perfumes with us.”
The Perfume Club will officially launch on the 13th July 2026 across stores and online. Customers can sign up for free and join millions of others already enjoying exclusive benefits at The Perfume Shop.
