JLP delivered a market-leading fragrance performance in 2025, demonstrating clear leadership through innovation, commercial impact and customer engagement. High-profile activations included a Chanel takeover of Oxford Street, a global-exclusive Creed Eladaria launch, and a multi-brand gifting pop-up with L’Oréal in White City that drove strong footfall, awareness and fragrance consideration.

Regional customers were equally prioritised through Jo Malone Christmas pop-ups and an immersive Chloé Edinburgh takeover celebrating Atelier Des Fleurs. JLP led the market in exclusivity, securing 5* launches including Chloé Le Parfum and Versace Extreme Man Eau Fraîche, alongside a strong portfolio of premium and niche exclusives.

The proposition was further elevated with the launch of seven new brands and two niche collections, including Penhaligon’s, Byredo, NISHANE and BVLGARI Les Gemmes. Significant investment in new fragrance halls in Liverpool and Bluewater, alongside regional store upgrades and expanded brand distribution, demonstrates a long-term commitment to category growth. Supported by sell-out, socially trending gifting boxes, the launch of an Oxford Street Beauty Gifting Bar and continued charity partnership with LGFB.