The Perfume Shop has launched its new ‘The Power of Perfume’ brand positioning, reinforcing that perfume is more than something we wear, it’s how it makes us feel.
Rooted in emotion, memory and self-expression, the new positioning celebrates the powerful role perfume plays in people’s everyday lives while building on more than 30 years as the UK’s largest specialist perfume retailer. With 210 stores across the UK and Ireland, The Perfume Shop has been helping customers discover perfume they love through outstanding expert advice, personalised recommendations and showcasing an extensive range of designer, luxury and niche scents. The Power of Perfume builds on that heritage, putting the emotional connection people have with scent at the heart of the brand.
Karen Harris, customer director at The Perfume Shop, said: “For more than 30 years we’ve helped customers discover perfumes that become part of their lives and memories. We know that choosing a scent is rarely just about how it smells; it’s about how it makes someone feel, the confidence it gives them and the moments they remember.
‘The Power of Perfume’ captures exactly what we’ve always believed as a business. It celebrates the emotional connection people have with perfume while reinforcing our expertise in helping every customer discover a scent that feels personal to them.”
Created in collaboration with independent agency, Boldspace, the new positioning and brand campaign comes as perfume continues to play an increasingly personal role for customers. Recent research commissioned by The Perfume Shop found that more than 36% of people associate perfume with confidence and 23% associate it with their identity, highlighting the transformational power of perfume on people.
Perfume is worn for different types of occasions, sparks memories of loved ones, or can give confidence before an important event. The Power of Perfume celebrates these everyday experiences, recognising that perfume often becomes part of a person’s story rather than simply part of their routine.
The new positioning is brought to life through an integrated campaign across film, digital, social media and in-store. Featuring a distinctive black-and-white visual style, the creative focuses on authentic human moments, allowing perfume to become the unseen moment connecting memories, emotions and everyday experiences. By strengthening its emotional positioning alongside its longstanding expertise, The Perfume Shop continues to evolve its brand while remaining true to its purpose of helping customers discover, choose and enjoy perfume with confidence.
