The Fragrance Shop has launched new campaign #BeYourself which champions diversity and individuality.
The independent retailer's year-long online and in-store campaign encourages everyone to “Be Yourself through fragrance”.
It features eight people from different walks of life who explain how fragrance has played a part in their “unique identity”.
LGBTQ+ advocate Lauren May, transgender make-up artist Brana Alunan, vitiligo model Reuben Benks and influencer Alex Gilca feature in the campaign.
Content creator Lizzy Turner, voice actor Jules Cameron De Villiers and Camron Wellington, a fashion model living with skin condition albinism, also star.
Campaign activations include new ‘scent stories’ launching on the company’s online platforms each week as well as an in-person fragrance Sniff Bar which will tour the UK.
The retail giant is also hosting a nationwide search for its next face, with the winner sharing their scent experience as part of the campaign.
A nationwide search for the next face of The Fragrance Shop will also take place
A standalone summer event is also forecasted to happen.
“Fragrance has been symbolic of our individual identities for decades,” said Sanjay Vadera, CEO of The Fragrance Shop.
“Exponentially more than a scent, its potential to create lasting feelings and memories is central to the #BeYourself campaign.
“We saw fragrance sales rise in a time when we were all sitting in our homes and could not see each other, showing how important fragrance can make us feel like ourselves.
“Our #BeYourself campaign pays tribute to the individuality of our diverse customer base and is a true celebration of finding one’s identity through fragrance.”