The Fragrance Shop champions individuality in new #BeYourself campaign

By Amanda Pauley | Published: 29-Mar-2023

The retailer’s year-long initiative encourages customers to express themselves through fragrance and is accompanied by a myriad of activations

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 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.”

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