The Perfume Shop and L’Oréal launch UK's first multi-brand scent refill station

By

Sandra Halliday

Published
Nov 27, 2023

Along with a raft of new store openings in recent months, The Perfume Shop has been focusing ever more heavily on experiences and innovations and its latest introduction is “the UK’s first new cutting-edge multi brand fragrance refill station”.

It has worked with French beauty giant L’Oréal “to help meet customer demand for more environmentally-friendly options, and offers more sustainable refill fragrance choices”.

The firm says it’s the largest fragrance retailer in the UK and unveiled the refill station on Monday in its store in Nottingham at the Victoria Centre.

It includes best-selling fragrances from luxury brands including YSL, Prada, Lancôme, Armani and Mugler. 

It’s the first L’Oréal multi-brand refill station to be launched and “has been designed to fit within The Perfume Shop’s store look and feel, with use of the same sustainable materials from start to finish,” we’re told. 

The company said that refillable fragrances are growing 23% compared to 9% for non refillable versions “as environmentally-conscious consumers choose more sustainable options”. We have to assume that cost is also part of the choice with refilling being a more affordable option. On average consumers will save 29% when choosing refillable options.

The Perfume Shop’s MD, Gill Smith, said: “Sustainability for The Perfume Shop is so important to us as a business and we know that fragrance is leading innovation in the market for refillable prestige beauty products.”

She added that “Nottingham has a fresh, broad range in their demographic. It’s a great city with lots to offer, so is the perfect location for the refill station”.

The fragrances available at launch are all eaux de parfum, except Armani Code eau de toilette. The rest are YSL MYSLF, Prada Paradoxe, Lancôme La Vie Est Belle, Mugler Alien, Mugler Angel, Armani Si Intense, and Armani My Way.

All size bottles from 30ml upwards of the selected brand on offer can be refilled at the fragrance station.