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The Perfume Shop introduces UK first multi-brand fragrance refill station

The Perfume Shop has partnered with L’Oréal to launch the UK’s first new multi-brand fragrance refill station, designed to meet customer demand for more environmentally friendly options and offer more sustainable refill fragrance choices.

Launched today [Monday 27 November] in The Perfume Shop’s Victoria Centre, Nottingham store, the refill station includes best-selling fragrances such as YSL, Prada, Lancôme, Armani and Mugler. This is 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.

Demand for refillable fragrances is growing, up 23% (compared to +9% for non refillable fragrances) according to The Perfume Shop, as environmentally conscious consumers choose more sustainable options. This new initiative further increases the distribution of perfume refills and widens the choice of perfumes available to refill in-store.

Gill Smith, managing director from The Perfume Shop, said: “We’re delighted to be introducing the UK’s first multi brand fragrance refill station, especially in the thriving Nottingham store. 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, so this couldn’t come at a better time for our loyal customers.

“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 multi brand refill station. We can’t wait to see where this partnership with L’Oréal goes in the future.”

Read an exclusive interview with Smith on The Perfume Shop’s in-store expansion, post-pandemic shopping trends and preparing for the festive season

The multi-brand fragrance refill station initiative is starting with the following fragrance brands:

  • YSL MYSLF Eau de Parfum
  • Prada Paradoxe Eau de Parfum
  • Lancôme La Vie Est Belle Eau de Parfum
  • Mugler Alien Eau de Parfum
  • Armani Code Eau de Toilette
  • Armani Si Intense Eau de Parfum
  • Armani My Way Eau de Parfum
  • Mugler Angel Eau de Parfum

All size bottles from 30ml upwards of the selected brand on offer can be refilled at the fragrance station. On average consumers will save 29% when choosing refillable options.

James Rickards, luxe managing director from L’Oréal UK & Ireland, added: “Sustainability is at the heart of our business, and so we are thrilled to be able to partner with The Perfume Shop on this flagship refillable concept.

“This innovation is an important step in making refills accessible both in store with our multi-brand fountain, and at home with our strong portfolio of refill cartridges. Our luxury refillable fragrances don’t just benefit the environment but also our consumers, because the more they refill their fragrances, the more money they save too!”

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