The Perfume Shop launches scent rediscovery service

The Perfume Shop has launched a Scent Rediscovery Service across 14 participating stores, marking what it describes as the UK’s first dedicated high street service of its kind. The initiative provides one-to-one consultations with trained experts to help customers reassess fragrance preferences as their sense of smell, tastes, and lifestyles evolve.

The service was developed following research involving 2,000 UK adults, which indicated that many people experience changes in their sense of smell. Findings showed that 33% of respondents attributed such changes to ageing, while others cited illness (20%), allergies (16%), stress (15%), lifestyle changes (15%), hormonal changes (12%), and medication (12%).

During the consultations, experts discuss fragrance families and lifestyle factors to provide tailored recommendations. Customers receive a personalised record of perfumes and scent notes that match their current preferences. The rollout is part of a broader strategy to invest in expert-led physical retail and personalised in-store experiences.