Boots has opened its first-ever fragrance-only concept store in Broadgate Central, London, UK.
The first-of-its-kind boutique welcomed customers for the first time on 23 October, and the space houses more than 400 perfume lines from brands such as Tom Ford and Guerlain.
Trend-led discovery zones and immersive experiences feature in the concept store, which are designed to allow customers to engage with fragrance in new ways.
A team of expert ‘Fragrance Specialists’, with advanced training on scent profiling and matching, will offer personalised consultations and tailored advice shoppers at the boutique.
Complimentary expert-led fragrance experiences will also be available, including a ‘Signature Scent Experience’, which is a bespoke fragrance consultation service.
“Fragrance is deeply personal, and with our new boutique, we are creating an experience that goes far beyond the traditional beauty counter,” Chelsey Saunders, Director of Fragrance at Boots, said in a statement about the opening.
“We are proud to bring together some of the world’s leading luxury fragrance houses, alongside visionary niche and independent brands, giving them a platform to share their creativity and craftsmanship.
“By combining our first-ever boutique with nationwide access through boots.com, we are making the world of fine fragrance more inclusive and accessible than ever before, offering choice, expertise and inspiration both in-store and online.”
The fragrance concept on 23 October
The space has also placed a strong focus on niche fragrance brands, including founder-led and independent businesses such as London-based perfume houses Gallivant and BeauFort London.
Niche international labels TOBBA, Orebella and Lumira, and high street-exclusive brands Maison Louis Marie and Eris Parfums are also housed in the new store.
This commitment to niche followed Boots' research into consumer fragrance trends, and discovering a strong desire for finding scents that are unique for each person, Hassan Gharib, Fragrance Specialist at Boots' new fragrance concept, told Cosmetics Business during the pre-launch event on 22 October.
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