Retail Gazette Loves: The Perfume Shop’s Mother’s Day campaign

The Perfume Shop is celebrating Mums like never before this Mother's Day by having customer's video messages played in space.
A high-altitude balloon will be launched into near space featuring as many of the photos and videos as possible.

The Perfume Shop is looking to mums like never before this Mother’s Day – by taking a trip to space. Literally.

The retailer’s new ‘Say It…’ campaign encourages customers to tell their mums, or other mother figures in their lives, how much they mean to them – to “say it to the ends of the earth” and have their Mother’s Day messages played in space.

The Perfume Shop said it would launch a video into space – or the ends of the earth, at least – which would play customers’ most heartfelt messages of love for their mums.


To achieve this, a high-altitude balloon will be launched into near space featuring as many of the photos and videos as possible, creating a montage of messages that will last the duration of the journey.

A camera will also film the journey which is then set to be shared on The Perfume Shop’s website and social media channels on Mother’s Day.

With families still separated across the country and many finding themselves apart from their mum for a second Mother’s Day, the retailer called its campaign an opportunity to spread the love.

“A year into lockdowns, we know a lot of customers will once again be separated from their Mums this Mother’s Day and we wanted to give them the chance for a grand gesture to make sure they feel the love, even if they can’t be together,” The Perfume Shop marketing director Cathy Newman said.

“We’re excited for The Perfume Shop’s first voyage into space and can’t wait for customers to be able to surprise their Mums this Mother’s day with something out of this world.

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