The Perfume Shop is overhauling its brand positioning in 2026 with the launch of 'The Power of Perfume'.
The new positioning, focused on the emotion tied to perfumes, has been launched alongside a brand campaign being released across film, social media and in-store.
The marketing campaign features a black-and-white visual style which focuses on “authentic human moments, allowing perfume to become the unseen moment connecting memories and emotions”, according to the brand.
This is interlinked with the overhauled brand ethos, as The Perfume Shop claimed fragrances continue to play an increasingly personal role for customers in 2026.
Recent research commissioned by The Perfume Shop found that more than 36% of people associate perfume with confidence and 23% associate it with their identity.
The brand views the move as an “evolution rather than a reinvention”, Karen Harris, Customer Director at The Perfume Shop, told Cosmetics Business.
“Historically, we have always talked about our
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