Pure Beauty

Missguided's fast fashion perfume outsells prestige rivals to become UK bestseller

By Sarah Parsons | Published: 5-Jun-2017

The Fragrance Shop reported that Babe Power beat the likes of Hugo Boss, Dior and Paco Rabanne to reach the number one spot

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The Fragrance Shop has named Babe Power by Missguided as its ‘fastest selling scent’.

The perfume retailer said the debut fragrance by the fast fashion e-retailer has beaten prestige brands such as Hugo Boss, Dior and Paco Rabanne to become its number one selling product.

Babe Power launched just over a month ago, but was sold out in under three hours at its launch and exceeded sales projections by 500%.

The Fragrance Shop said it has sold 100% more than its nearest competitor Giorgio Armani's Sky Di Gioia in their comparable two weeks from release.

Sanjay Vadera, CEO of The Fragrance Shop, said: "Missguided Babe Power has shot to the top of our best selling luxury fragrances and is our fastest selling scent at launch.

“Looking into the success of the fast fashion industry, we knew it would be popular but we never envisaged the effect it would have on sales.”

Missguided teamed up with perfumer Per-Scent to create the fragrance. Its top notes include grapefruit zest and sour cherry with crisp apple and pink pepper.

It has heart notes of orange blossom, soft peony and jasmine and a base of vanilla, musk, candy floss and amber crystals.

“Babe Power gives customers an entrance point to a more accessible luxury and it has been a runaway success,” added Vadera.

“Our stores up and down the country have reported customers snapping up the fragrance."

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