Pop-up shops are quite the thing nowadays, and The Perfume Shop, the UK’s largest specialist fragrance retailer, has announced it will open a central London pop up shop for four days in October, rather excitingly offering scent shoppers the chance to select perfumes based on emotions rather than gender, notes or brands.
The Perfume Shop Say: ‘It is accepted that perfume can affect your mood, a simple spray can make you feel happy, romantic or energised. On 25th October The Perfume Shop celebrates this transformative power of perfume with its first pop up shop to group products by emotion. This Shop of Feelings will celebrate how perfume can affect your mood, focusing on perfumes to make people feel Sexy, Calm, Invigorated or Happy.
For the first time perfumes will be grouped together to celebrate the way they make you feel, and the store’s experts will be on hand to guide customers through the different moods and perfumes on offer to help everyone discover something new.’
Cathy Newman, The Perfume Shop Marketing & Customer Experience Director, explained: ‘Ten years ago people walked into our stores and headed for the men’s section, or women’s section or just the brand they knew. Today’s customers are very different, they don’t shop by gender anymore, they want to explore different notes and be transported emotionally by their perfume.
“We can’t wait to hear customer feedback on the pop up shop in Covent Garden, and who knows this new way of shopping by feelings could be the future for fragrance.’
Non-london scent sniffers, do not despair! There are a smattering of other pop-ups around the country (see below), and hopefully more will follow in the future.
At The Perfume Society, we’ve long held with encouraging people not to pre-judge fragrances based on what the bottle looks like or the listed notes of a scent – blind-smelling is definitely the way forward, and hopefully this new concept of shopping based on how you feel (or want the fragrance to help you feel) will encourage other retailers to take braver steps.
The Pop Up Shop is only open for four days in central London from 24th to 28th October, and will display new and classic perfumes, as well as a selection of beautiful coffret and gift sets, so perfect for early Christmas shoppers.
Where to find them:
Regent Shopping Centre in Hamilton (opened 15th October)
The Avenue Shopping Centre in Newton Mearns (opens 19th October)
Maltings Shopping Centre in St Albans (opens 22nd October)
Covent Garden, 5 Great Newport Street (24th to 28th October)
