London Fragrance Research

This week we took a trip to London to research independent and unique perfumeries in central. I have lived in London my whole life and hadn't heard of any of these which was exciting to explore and learn so much about the fragrance industry. In Covent Garden, we found Miller Harris which was a colourful and fun environment with flowers decorated around the ceiling and neon lights filling the stores lighting. They are trying to tell vivid urban stories with a mix of Parisian elegance and London's eclectic street styles. Their most popular scent is Rose Silence and it was a lovely floral light smell. Another perfumery, Perfumer H, also owned by Lyn Harris which I didn't get to visit doesn't look like a normal shop but an office. I found their concept is a collaborative nature between the consumer and brand where you can make your own custom fragrance in a 6 month process. In addition, a pre-made laboratory edition or ready to wear seasonal fragrances are also available. I have never heard of this in another brand so that is a real different niche approach.

Perfumer H interior

Close by, Penhaligon's store was there and we had heard about it quite a bit. It has a long history and is very elegant inside, with gold decor. It was beautiful. I liked the addition of the cylinders like in the lab where they are made. Le Labo, French for the laboratory, was once I missed but will have to visit when I go home soon is made on the time of purchase. They print your name on the bottles so it really is personalised. They are known for unisex smells which is new. Like many niche brands, it focuses on good reputation instead.

We visited department stores as well to see their promotional techniques. In Harvey Nichols, we were lucky enough to speak to one of the managers who knew a lot about the industry. He showed us sales records and the type of consumer who shops there. It was surprising to hear that this week one customer spent £8500 in one purchase! They are usually 25+ years old with Memo being the best-selling brand because it is exclusive to Harvey Nichols. Currently, oud is a popular trend. In Selfridges, the new fragrance only sold there is called Arizona. The perfume has a strong story behind it associating itself with escapism, disconnecting and going back to nature. Its not about the state but the state of mind. I think the spiritual take it is a clever story.

I am excited by the project now and cant wait to learn more! The industry is way more fascinating than I thought.

Love,

Shaleen

xxx

References: https://www.vogue.com/article/proenza-schouler-arizona-perfume-fragrance-jack-mccollough-lazaro-hernandez