Five 'scentsational' perfume activations

The use of scent is proving to be popular in many brand activations, but for perfumes it is key. We take a look at some of the standout activations around sweet smelling scents.

Lush Cosmetics' perfume installation is open until 24 March
Lush Cosmetics' perfume installation is open until 24 March

Lush Cosmetics’ Oxford Street installation

You can’t pass by a Lush store without realising it, and the brand is now using its scents in an installation on Oxford Street. Its Gorilla Perfumes brand has teamed up with Studio Xag to create The Gorilla Gallery, which explores the art of perfumery. The installation is currently open, and is available to wander round till 24 March.

Molton Brown’s magic mirror

The mirror installation transports participants to one of four chosen locations

Molton Brown unveiled an interactive mirror installation at its Glasgow store, just before Christmas, where customers could experience locations such as Seville and Assam  - destinations which have inspired the ingredients in its new fragrance blends. Shoppers could select from ingredients such as Gingerlily and Blossoming Honeysuckle, and find out about the ingredients through the Magic Mirror.

Chanel’s perfume museum

Chanel has selected New York's Chelsea as the pop-up destination

Last May, fashion superbrand Chanel opened a pop-up perfume museum to celebrate its iconic No. 5 fragrance. Located in New York City, No. 5 in a New Light featured projection walls that came alive as the sun went down, playing on the brand’s signature colours, with visitors able to learn about the perfume’s history and bottle design.

Chloé and Debenhams

Selfies and messages are posted digitally to the windows (Fuse Sport + Entertainment)

Fashion house Chloé’s perfume brand Chloé Parfum teamed up with Debenhams last year to create a digital experience for shoppers in London’s Oxford Street. Love Story featured in the shop window of the department story, and was a recreation of the famous Pont des Arts bridge in Paris where couples attach padlocks to the railings. Selfie-takers were in with a chance of winning a romantic trip to Paris as part of the activation.

Harrods at Chelsea Flower Show

The garden will be available to visit at the Chelsea Flower Show

Visitors to the Royal Horticultural Society Chelsea Flower Show, last year, were able to experience a new concept garden from Harrods. The Fragrance Garden was designed in collaboration with gardener Sheena Seeks and aimed to celebrate perfume through the medium of flowers.

More: Behaviour essay - the rise in scentertainment

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