Harrods & Penhaligon’s Fragrance Experiences
Luxury British brands Penhaligon’s and Harrods have experimented with branded fragrance experiences, revealing how heritage companies can engage younger consumers and reaffirm their relevance in the fragrance market.
For the launch of its new luxury floral scent Ostara, heritage perfume house Penhaligon’s has partnered with London’s Clifton Nurseries for a branded experience celebrating the spring daffodil. Through March 2015, the nursery’s garden emporium and café will showcase the scent, and offer a bespoke afternoon tea service inspired by notes within the fragrance such as lemon and wild honey. Ostara floral arrangements will be sold alongside the scent, which features spearmint – a key spring 2015 ingredient, according to British fragrance developer Seven Scent’s biannual trend report.
Meanwhile, luxury department store Harrods has announced plans for a fragrance installation at this year’s Chelsea Flower Show in May 2015. The Fragrance Garden, created in collaboration with award-winning garden designer Sheena Seeks, will showcase perfumery through the medium of flowers. The concept garden will feature a strong, scientific aesthetic, with flowers enclosed in oversized laboratory beakers and test tubes to reflect the 19th-century artisan tradition of ‘enfleurage’, whereby the scent of flowers is captured in wax.
The project further aligns Harrods with luxury fragrance after the launch of its dedicated Salon De Parfums in late 2014, and showcases a contemporary attitude to perfumery – an essential element in the reinvention of heritage brands. – see more in Rethinking Beauty: Luxury and Scent Directions: 2015.