The Perfume Shop launches UK’s first multi-brand refill station

The Perfume Shop has launched the UK’s first multi-brand fragrance refill station in its Nottingham store.

In partnership with global beauty brand L’Oréal, the station will help meet customer demand for more environmentally-friendly options and offers more sustainable refill fragrance choices.

The Perfume Shop managing director Gill Smith said fragrance is the “leading innovation in the market” for refillable beauty products.

It comes as refillable fragrances are growing by 23% (compared to 9% for non-refillable fragrances) as environmentally-conscious consumers choose more sustainable options.

L’Oréal luxe managing director James Rickards said: “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.


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“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,” he said.

“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.”

Last month, The Perfume Shop saw over 6,800 perfume bottles returned to stores through its return and repurpose scheme.

Within the scheme, customers can return empty perfume bottles to any of the retailer’s stores and receive a 15% off a fragrance of their choice. The returned bottles are then created into chandeliers for The Perfume Stop stores.

Alongside this the fragrance retailer launched new and improved recycling units across its nationwide stores in March 2023.

Circular economyInnovationNewsRetail

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