LONDON — Harvey Nichols is embarking on a new beauty project, The Fragrance Room, which will be completed at the end of March. The new space will house 100-plus fragrance brands more than 1,600 square feet, and will be double the size of the previous fragrance department.
“We have always been trailblazers in fragrance, most notably starting when we launched Molecule 01 by Escentric Molecule more than 25 years ago and has cemented our reputation as being leaders in new, niche and groundbreaking. Since then, fragrance has been a significant part of our beauty business and it is one of our best-selling categories,” said Jo Osborne, director of beauty at Harvey Nichols.
The new Fragrance Room will launch with exclusive brands such as Maison Crivelli, 27 87 Barcelona, Ormaie Paris and Ella K, including new brands such as Nasomatto and Parfums de Marly.
According to Osborne, these brands were chosen because of their uniqueness and ability to fit into the department store’s current fragrance narrative.
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The redesign of the area includes in-store boutiques such as bespoke personalized fixtures and shelving units. Some brands such as Tiziana Terenzi’s display will look similar to a traditional beauty counter space while others will have dedicated rooms to display their fragrance offering such as such as Maison Francis Kurkdjian, which has sleek, light brown wooden furnishing.
“The increase in space of The Fragrance Room has allowed us to offer some of our best-selling partners such as Creed, Maison Francis Kurkdjian and Serge Lutens the opportunity to tell more of their story by creating in-store boutiques.
When looking at the design of the space, we wanted to create a smooth journey between the 100-plus brands. The entire room is staffed with experts who are comfortable consulting and advising customers and have a deep understanding of how our customers like to shop,” Osborne said.
To promote the new brands and fragrances and to mark National Fragrance Week, which runs from March 16 to 22, the department store will also be creating a fragrance discovery wall where shoppers can see and smell ingredients in their raw forms.