The Perfume Shop, the UK’s largest specialist perfume retailer, is reinforcing its position as a market leader with the launch of the UK’s first dedicated high street Scent Rediscovery Service. As people increasingly turn to perfume as part of their wider wellbeing and self-care routines, the service is a personalised consultation designed to help customers rediscover the perfumes they love as their sense of smell, preferences and lifestyle naturally evolve over time.
The new service reflects The Perfume Shop’s continued investment in expert-led retail experiences, recognising that the relationship people have with perfume can change throughout different stages of life.
The service has been developed in response to wider shifts across the beauty and wellness market, where people are increasingly seeking products and experiences that support emotional wellbeing, confidence and self expression. New research commissioned by The Perfume Shop among 2,000 UK adults found that changes to people’s sense of smell are becoming increasingly common, with one in three (33%) attributing this to ageing, followed by illness (20%), allergies (16%), stress (15%), lifestyle changes (15%), hormonal changes (12%) and medication (12%). The findings reflect how changing wellbeing, health and life stages can reshape the way people experience perfume, prompting many to reassess the role scent plays in their daily routines.
The launch follows the same research, which found that 36% of people associate perfume with confidence, 31% linking it to feeling attractive and almost one in four (23%) viewing scent as part of their identity, the findings highlight the growing need for personalised advice to help customers rediscover perfumes that reflect who they are today.
In response to this changing consumer behaviour, the Scent Rediscovery Service offers one-to-one consultations with The Perfume Shop’s trained perfume experts. Through guided conversations around changing scent preferences, favourite fragrance families and lifestyle, customers receive tailored recommendations in a relaxed, judgement-free environment.
Following each consultation, customers leave with a personalised perfume preference providing a record of the perfumes and scent notes that best match their evolving preferences and making future perfume shopping even more personal.
The launch forms part of The Perfume Shop’s wider strategy to continue evolving the in-store customer experience through specialist expertise, personalisation and retail services that cannot be replicated online.
Karen Harris, Customer Director at The Perfume Shop, said: “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.
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.”
The Scent Rediscovery Service is now available in across 14 participating The Perfume Shop stores, with consultations delivered by specially trained perfume experts. The initiative reinforces The Perfume Shop’s commitment to combining more than 30 years of perfume expertise with innovative customer experiences, strengthening its position as the UK’s leading specialist perfume retailer.
The Scent Rediscovery Service is currently available at the following The Perfume Shop stores: Barnsley, Bluewater, Blanchardstown, Brent Cross, Burnley, Cardiff 2, Clydebank, Edinburgh, Enfield, Foyleside, Lakeside Upper, Merry Hill, Solihull and Trafford.
