The Perfume Shop is launching a personalised consultation designed to help shoppers rediscover the perfumes they love as their “sense of smell, preferences and lifestyle naturally evolve over time”.

The service reflects the retailer’s continued investment in “expert-led retail experiences,” The Perfume Shop said.

The initiative has been developed in response to wider shifts across the beauty and wellness market, where consumers are “increasingly seeking products and experiences that support emotional wellbeing, confidence and self expression,” according to the brand. 

Research commissioned by The Perfume Shop among 2,000 UK adults found that changes to people’s sense of smell are becoming increasingly common.

One in three (33 per cent) attributed this to ageing, followed by illness (20 per cent), allergies (16 per cent), stress (15 per cent), lifestyle changes (15 per cent), hormonal changes (12 per cent) and medication (12 per cent). 

Additionally, the research found that 36 per cent of people associated perfume with confidence, 31 per cent linked it to feeling attractive and 23 per cent viewed scent as part of their identity.

The scent rediscovery service offers one-to-one consultations with The Perfume Shop’s trained perfume experts in response to this changing consumer behaviour. 

The scent rediscovery service provides shoppers with tailored perfume recommendations through guided conversations around changing scent preferences, favourite fragrance families and lifestyle.

After each consultation, customers leave The Perfume Shop with a personalised perfume preference, providing a record of the perfumes and scent notes that best match their evolving preferences.

The scent rediscovery service is currently available at The Perfume Shop’s Barnsley, Bluewater, Blanchardstown, Brent Cross, Burnley, Cardiff 2, Clydebank, Edinburgh, Enfield, Foyleside, Lakeside Upper, Merry Hill, Solihull and Trafford stores.

The launch forms part of the company’s wider strategy to continue evolving its in-store customer experience through specialist expertise, personalisation and retail services.

The Perfume Shop customer director Karen Harris 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.” 

She continued: “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.”

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