The Perfume Shop is launching a “scent sanctuary” this month in celebration of National Fragrance Week.
The scent sanctuary consists of a “sensorial pop-up designed to restore energy, inspire calm and sharpen focus through the power of perfume,” according to the retailer.
The event, which will take place at Noho Showrooms on Great Titchfield Street, London, will open with an exclusive preview for media and influencers on 19 March.
Customers and VIP members from The Perfume Shop’s rewards scheme will then be welcomed on 20 and 21 March.
Tickets for both customer days sold out within two hours, which the brand said reflected “soaring demand for experiences that fuse beauty with wellbeing”.
All proceeds of ticket sales will be shared between The Perfume Shop’s charity partners, Alzheimer’s Research UK and Look Good Feel Better.
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The event’s 30-minute guided scent sessions, which will be led by breathwork practitioner Kerry Flower, will include meditation, gentle yoga and guided affirmation writing. They will also explore the “powerful connection” between scent and mood.
Throughout the experience, guests will explore perfumes from Prada, Yves Saint Laurent and Lancôme, which are all available at The Perfume Shop.
The Perfume Shop managing director Gill Smith said: “Perfume has always been deeply personal, but we’re seeing it take on an even more meaningful role in our customers’ lives.
“As wellness continues to influence purchasing behaviours, perfume is no longer viewed as a final finishing touch, it’s part of a daily ritual that supports mood, confidence and emotional wellbeing.
“With The Perfume Shop’s scent sanctuary, we wanted to create a space where our customers could pause, breathe and experience perfume in a more mindful, restorative way.
“We’re also thrilled to include our charity partners, Alzheimer’s Research UK and Look Good Feel Better, where all proceeds from ticket sales will be shared between them respectively.”
The pop-up comes after The Perfume Shop partnered with Netflix show Bridgerton in February, to bring shoppers a range of scents inspired by the series.
The scents included Dearest Graceful Hydrangea, Dearest Rebel Vanilla and Dearest Tempting Peach.
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