New fragrance stores in London emphasise knowledge transfer and the creation of experiences for consumers (see also Selling Scent). We spotlight four examples that are redefining the concept of fragrance retail by focusing on edutainment.
- UK fragrance brand Floral Street’s store in Covent Garden features a ‘scent school’ offering free classes led by experts trained at French scent manufacturer Robertet. Attendees learn the science and skill of fragrance blending through talks, interviews and activities. Shoppers can also create their own fragrance wardrobe guided by ‘Floristas’, who use the sensorial touchpoints of colour, style and smell to match customers’ ideal scent.
- New York-based perfume house Bond No. 9 has opened a by-appointment oasis in high-end department store Harrods. Targeting the luxury consumer looking for interactive retail experiences, it offers bespoke services for perfume connoisseurs, including fragrance testing, personalised scent creation and detailed consultations. Its Swarovski on Demand service is also able to create crystal-studded personalised perfume bottles.
- British fragrance house Miller Harris's new Canary Wharf store brings fragrances to life through immersive and emotive elements, such as sound booths where shoppers can listen to melodic interpretations of their favourite scents. See also Sonic Branding.
- Similarly tapping into sensorial experiences, French beauty brand L’Occitane en Provence has opened its biggest store globally on London’s Regent Street. The ground floor features ‘a scented garden’ – a fragrance-filled installation showcasing ingredients from Provence and offering a unique perfume-testing experience.
See also Beauty Flagships and Active Flagships: Tapping the Experiential Economy.
For more on the power of mixing retail, education and entertainment, see Edutainment Retail.