The Fragrance Shop
Brand voice in a crowded market
Delivering PR that creates standout and drives sales
The Challenge
Dominating share of voice
The Fragrance Shop is a value-led fragrance retailer competing with countless competitive brands for customer attention. BWP created a brand awareness PR project that would drive footfall into stores in search of the best fragrance deals.
The Solution
A fiercely proactive press office
BWP focused on the offers and products that were unique to The Fragrance Shop to create standout and desire to purchase among the target audience. Utilising a dynamic and persistent press office approach centred around product launches, press events and desk visits, BWP achieved spectacular coverage rates. We also launched the retailer’s first own brand range of fragrances, 1667, which included a home fragrance, extending our coverage to homes & interiors press.
The Impact
Copious column inches
The Fragrance Shop dominated beauty and offers columns with key pieces in Daily Mail, Daily Telegraph, The Mirror, and Marie Claire.
