BDK PARFUMS – IMPADIA
BDK Parfums’ Impadia is one of the most talked-about fragrance launches of 2025, masterfully crafted by perfumer Jordi Fernández with an evocative olfactory profile that blends vibrant citrus top notes with a rich floral heart and a creamy, addictive base of vanilla and sandalwood. [PARA] Its inspiration, capturing a day of “imperial splendour” and the transformative light of Paris at dusk, gives it a poetic narrative that resonates emotionally with consumers and elevates the scent beyond a simple product. [PARA] The choice to launch on the prestigious Harrods Vestibule site amplified its impact, placing it in a setting synonymous with luxury, heritage and editorial attention. Being featured in such an iconic retail space not only signaled confidence in the fragrance but also created an aspirational context that aligned with the brand’s Parisian identity and artisanal craftsmanship. The activation drew both luxury fragrance aficionados and curious first-time buyers, driving buzz and footfall while aligning BDK Parfums Impadia with Harrods’ legacy of exclusivity and prestige.
BORNTOSTANDOUT® – CHOCO LOCO EAU DE PARFUM
Choco Loco from BORNTOSTANDOUT is a bold, gourmand unisex fragrance that celebrates chocolate in its most decadent forms – rich, playful, and utterly indulgent. It opens with a burst of cocoa powder, creamy cocoa butter, and boozy cocoa liquor, creating an immediate impression of a molten chocolate dessert that’s both sweet and slightly intoxicating. [PARA] At the heart, lush cacao absolute melds with condensed milk, caramel fudge, burnt sugar, ginger liqueur, and whipped cream, building a complex gourmand core that feels like a fusion of sticky caramel and spiced sweetness. This stage is where the fragrance earns its name a “hot chocolate gone rogue,” exuberant and unapologetically rich. [PARA] As it dries down, the scent becomes warmer and more comforting, with cookie dough, vanilla absolute, brown sugar, marshmallow, soft musk, and ambrette lingering on the skin. Overall, Choco Loco is a decadent gourmand statement scent that’s perfect for cooler weather and anyone who loves rich chocolatey aromas with depth, texture, and personality.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Born-To-Stand-Out-Choco-Loco-Eau-de-Parfum.pptx]
Ôrəbella – BLOOMING FIRE
A transportive tropical oasis of Tahitian monoi flower and exotic patchouli, elevated with a radiant bergamot. [PARA] Wrapped in the sun’s golden embrace dreams unfurl like petals reaching into place, each dawn a chance to start anew limitless joy and true self to pursue from the flame the flowers rise expanding horizons toward the sky. [PARA] Nourish your skin + soul: our signature bi-phase formula features two layers that are activated with a shake to infuse with and last on the skin.The power of two: NOURISHING ‘ÔRELIXIR™ BASE.The first layer nourishes with its proprietary ‘Ôrelixir™ base, crafted from hydrating snow mushroom and a moisturizing five-oil blend (camellia, almond, olive, jojoba, shea),while also extending the scent’s potency and longevity. [PARA] AURA-ELEVATING SCENTS:the second layer boosts both mood and aura with memorable blends of aromatherapy essential oils and fine fragrance notes, all crafted from the highest quality, responsibly sourced ingredients.Key Notes:MONOI:leaves behind a radiant, floral, and tropical essence.PATCHOULI:pungent, earthy scent that blends well with sweet notes.BERGAMOT:a sunny, citrusy aroma that mingles with tart acidity. [PARA] “My homage to freedom and dreaming of endless possibilities under the sun.” Bella Hadid[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/OREBELLA-BLOOMING-FIRE-ACTIVATION-OF-THE-YEAR.pptx]
Parfums Christian Dior – Sauvage – Fort Sauvage
Christian Dior Parfums announced the opening of “Fort Sauvage”, an immersive retail pop-up and experiential space. Open to the public from September 25 to September 28, 2025, at Somerset House in London, “Fort Sauvage” captures the untamed spirit of Dior’s iconic Sauvage fragrance, marking 10 years of the world’s bestselling Scent. [PARA] Stepping into “Fort Sauvage”, guests are transported into Sauvage’s new visual universe: A raw and cinematic Wild West world that pays homage to ’60s Westerns, in the heart of London. From the main corridor, the space unfolds into a series of interactive environments – including The Fragrance Bar, The Wild Theatre, The General Store and The Barber Shop – each exploring the magnetic masculinity of the Sauvage universe. [PARA] Since its launch in 2015, Sauvage has embodied a raw and magnetic masculinity – a fragrance that is both refined and rugged, with an irrepressible spirit of freedom. “Fort Sauvage” brought to life this essence, offering an unforgettable journey into the wild heart of a fresh and powerful men’s scent that has had enduring worldwide success for 10 years.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Parfums-Christian-Dior-DIOR-FORT-SAUVAGE-POP-UP.pptx]
Marc Jacobs – Daisy Wild Eau So Intense
The latest addition to the Daisy Marc Jacobs collection – Daisy Wild Eau So Intense. This bold fragrance invites you to embrace your wanderlust and explore the beauty of nature through a concentrated, captivating scent. [PARA] Inspired by the unique treasures and experiences hidden in nature, Daisy Wild Eau So Intense captures the allure of unexpected adventure. With radiant banana blossom, sensual jasmine and a warm amber base, Daisy Wild Eau So Intense is an ode to a vibrant, untamed spirit – all of which was brough to life in a footfall record breaking experiential activation in Covent Garden summer ’25. [PARA] Crafted by Givaudan perfumers Sonia Constant and Adraina Medina, Daisy Wild Eau So Intense delivers a unique olfactory experience. The playful banana blossom accord is enhanced by warmth of amber and luxurious depth of jasmine, creating a captivating scent. The top notes offer a vibrant opening, while the base brings a comforting, long lasting glow. [PARA] The Daisy Wild Eau So Intense bottle introduces a colourful wildflower bouquet, bringing together degrade shades of orange, pink, blue, green and purple. Playful flower stems add a whimsical touch, while the juice, deeper in tone than the original Daisy Wild, reflects the intensified[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Marc-Jacobs-DAISY-WILD-EAU-SO-INTENSE-FF-Best-Activation-supporting-document.pdf]
Ariana Grande – R.E.M. Cherry Eclipse
The fragrance is a delectable fusion of Black Cherry and Marshmallow Meringue. It begins with rich, sweet notes of Sugared Honeysuckle Petals and Black Cherry Jubilee. [PARA] At its core, a dreamy blend of Jasmine and fluffy Marshmallow Meringue unfolds. The fragrance settles into a cozy finish with the warmth of Glowing Amber and Soft Musks, transporting you to the moon and back.
Carolina Herrera – La Bomba
Carolina Herrera’s La Bomba stands out as the consumer choice and ultimate prestige fragrance of 2025 thanks to its undeniable launch impact and broad emotional appeal. Celebrating boldness, joy and unapologetic self expression, the scent has connected with a diverse audience. [PARA] Its high energy composition opens with vibrant pitaya, moves into an explosive heart of cherry peony and frangipani, and settles into warm solar vanilla, creating a magnetic trail. La Bomba captures the spirit of the modern woman, luminous, dynamic and unforgettable. [PARA] Its fruity floral structure feels both innovative and unmistakably Herrera, balancing exotic freshness with floral intensity and a radiant, long lasting base. This harmony of craftsmanship, originality and emotional storytelling has made it one of the most sought after fragrances of the year. [PARA] With its striking identity, addictive scent profile and empowering message of authenticity, La Bomba has won consumer loyalty and firmly positioned Carolina Herrera at the forefront of prestige perfumery in 2025.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Carolina-Herrera-La-Bomba-Best-Activation.pptx]
Byredo – Igloo Pop-up in Selfridges London (19th November – 31st December)
The Byredo Igloo pop‑up at Selfridges became one of the season’s most distinctive retail moments, translating the brand’s global campaign into a physical, immersive space. Set inside a sculpted, ice‑white dome, the installation mirrored the campaign’s themes of stillness and sensory clarity, bringing Byredo’s minimalist world to life through frosted textures, curved architecture and soft, diffused light. [PARA] The igloo acted as a calm, cocoon‑like environment where visitors could slow down and experience fragrance in a more intimate, atmospheric way. Byredo’s icons and seasonal creations were presented like curated objects, echoing the global campaign’s focus on elevating everyday rituals into moments of art. [PARA] Rather than traditional counters, the space encouraged exploration through touch, scent and movement, aligning with Byredo’s worldwide shift toward sensorial storytelling. As a destination within Selfridges, the Igloo pop‑up drew fragrance lovers, design enthusiasts and holiday shoppers, serving as a local expression of Byredo’s global vision: modern, immersive and quietly transformative.
[LINK:https://www.instagram.com/reels/DRNjh3BiFfW/]
John Lewis
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. [PARA] 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. [PARA] 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.[RETAILERLINK:https://www.johnlewis.com/browse/beauty/unisex-fragrance/_/N-nx23]
Parfum Muse
Parfum Muse takes centre stage as the ultimate luxury online fragrance destination. Offering an extraordinary, curated selection of fine fragrance, home fragrance, and indulgent bath and body brands, Parfum Muse brings the magic of high-end shopping directly into the comfort of your own home. [PARA] Stepping confidently into the spotlight, Parfum Muse is redefining luxury fragrance ecommerce – combining elevated curation, exceptional service, and immersive storytelling to create a truly memorable shopping experience. Customers are invited to enjoy exclusive seasonal Fragrance Discovery Boxes, frequent Gift with Purchase activations, educational content via the NOTED blog, a generous customer loyalty reward program via the Spritz Club, alongside complimentary samples, gift wrap and next day delivery with every order for a seamless customer experience. [PARA] Parfum Muse proudly presents a world-class portfolio of niche and luxury brands, including ‘Ôrəbella, BDK Parfums, Goldfield & Banks, BORNTOSTANDOUT®, Les Eaux Primordiales, Jusbox Perfumes and many more. From cult favourites to rising icons, Parfum Muse delivers a level of expertise and curation designed to inspire confident gifting and personal discovery.[RETAILERLINK:https://www.parfum-muse.com/]