Amouage is an independent Omani High Perfumery House renowned for creating some of the most finely crafted perfumes in the world. Founded in the Sultanate of Oman in 1983 to be 'The Gift of Kings', the House has redefined the Arabian art of perfumery and garnered a global reputation for bringing innovative modernity and true artistry to all its creations. [PARA] Masterfully paying tribute to its heritage, Amouage is a unique fusion of East and West that defines avant-garde opulence. Today, it expresses the contemporary majesty of Oman, a historic trading centre for frankincense around the globe, with arresting and alluring creations that speak to a sophisticated, confident, well-travelled and discerning clientele seeking the extraordinary, the personal and the compellingly precious. [PARA] Amouage creations have charmed a global audience and are now available in close to 100 countries around the world. The House's international presence encompasses 22 standalone boutiques in Oman, the UAE, the USA, China and Malaysia as well as a highly selective network of approximately 1,500 of the world's finest department stores, perfumeries and airports.
The Aramis Intuition Pop-Up Site was a high-impact experiential activation designed to bring the brand’s “Trust Your Intuition” message to life through a series of engaging pop-ups located in and around major shopping centres across the country. Each site combines sport-inspired interactivity with premium fragrance discovery. Key Elements: Basketball net Branded basketballs with printed Dwyane Wade signature Product display & lockers Giveaway prizes Exclusive Aramis Intuition Duffel bag GWP WYB Intuition Fragrance 50ml+ Prizes: First 200 to score 3/5 hoops receive a scratch card to win a prize (either a 1.5ml vial, a full size 50ml, a full-size Post-Shave Moisturiser, a full-size branded basketball) [LINK:https://www.instagram.com/reels/DR2cDWRDOC1/]
To introduce the fragrance, we partnered with influencers across Instagram and TikTok, carefully selected to reach diverse, highly engaged audiences aligned with the brand. Content was layered across three expert pillars fragrance, beauty and fashion bringing R.E.M. Cherry Eclipse to life through scent reviews, GRWM moments, makeup and fragrance layering, and date-night styling. Each creator adapted the brief to their own aesthetic. Driving conversion was key to the strategy. Trackable links directed audiences to key retail partners including Boots, Superdrug, The Perfume Shop and The Fragrance Shop. To extend reach and support the consumer journey from awareness to conversion, all content was amplified through paid media. Alongside influencer activity, we delivered elevated always-on gifting to press and influencers, supported by targeted pitching. This secured high-impact coverage with a total circulation of over 44 million. We ran strong in-store & digital campaigns which were supported by a strong Out of Home TFL campaign across London underground, digital sampling campaign (25,000 vials) and driving traffic through gift-with-purchase incentives. [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/Copy-of-Ariana-Grande-Fragrance-Foundation-deck-2025.pptx]
Earlier this year, BDK Parfums proudly unveiled new launch Impadia on the iconic Entry Vestibule site in Harrods. The beautiful rose gold site was attuned to the shade of sunrise that inspired the fragrance and the design of the fragrance bottle. A bold expression of modern elegance, Impadia marked a new chapter in olfactory story. The first creation for BDK Parfums by Givaudan perfumer Jordi Fernández, IMPADIA celebrates the rose in its own contempo-rary, delicate and subtle way. The queen of flowers lies at the heart of its composition, essential oil of Bulgarian rose and Turkish rose absolute. Dressed in fruity notes (mandarin, bergamot) and woody notes (AkigalawoodTM, sandalwood), it is enriched by a touch of Madagascar vanilla, praline, and amber, giving it a voluptuous, creamy, gourmand character, in harmony with it's dominant floral notes. By crafting the rose like a fresh, suave bouquet, Impadia perpetuates the story and vision of BDK Parfums, an embodiment of contemporary Parisian perfumery. With a strong social presence, Impadia was No.1 fragrance in Harrods during launch and has swiftly become BDK Parfums’ number one sku. [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/BDK-PARFUMS-IMPADIA-LAUNCH.pptx]
We combined crafted animation with cinematic live-action to bring the story of Lannosea to life. The film tells the story of summer love, with the sun personified as the catalyst for transformation. A voice recalls one unforgettable season, when light ignited change and left an imprint that could never fade. The narrator’s words are tender and brimming with nostalgia. The story reveals the warmth of citrus fruits ripening under golden rays, the richness of dates, the kiss of sea salt, and the grounding depth of the earth. Through these still life moments, the sun’s touch on soil and harvest is revealed, a visual metaphor for devotion, memory and transformation, all distilled into the fragrance of Lannosea. The film is playing in the brand’s Organic Social, Paid Social and CRM channels, in print and out of home media and in the windows and POS of global perfume and department stores from Dubai to Karachi, London to Austin, delivering the brand its best new scent launch ever, in terms of visibility and revenue. Please see the campaign toolkit, hero film and assets here. Direction by Romantix, production by Art Practice, post-production by Time Based Arts. [LINK:https://www.asset-library.com/s/o/rDwHwU82OmoIkWLQ/64dVotcbfctpuACp/oM6sH6YMf4TgRMmC]
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]
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/]
The La Bomba pop-up at the Harrods Door 6 Site brought Carolina Herrera’s boldest fragrance to life through an immersive, high energy installation that captured the scent’s spirit of joy, colour and unapologetic self expression. The space invited guests into the world of La Bomba with playful interactivity, striking visual impact and a sense of celebration. Every detail, from the oversized bottle silhouette to the rhythmic lighting and sensorial touchpoints, amplified the fragrance’s explosive personality. The result was an activation that felt modern, magnetic and unforgettable, perfectly translating La Bomba’s message into a physical experience that drew crowds, sparked social buzz and set a new benchmark for prestige fragrance storytelling. [LINK: https://www.instagram.com/reel/DOQlq-5jM6o/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ%3D%3D]
CHANEL launched the Chance Street pop-up, an immersive and interactive space allowing visitors to 'Take a Chance' while celebrating the new CHANEL Chance Eau Splendide fragrance. The fragrance experience in Shoreditch, London opened from 25th April to 5th May 2025 and attracted close to 3,000 visitors. The outside of the Chance space painted in a bespoke, pop art inspired mural was inspired by the carefree and spirited nature of the new Chance Eau Splendide film. The Chance Street mural echoed the purple hue of the fragrance and the movement of the Chance Eau Splendide bottle. With a full Chance takeover, Chance Street could be spotted from every surrounding street. Inviting guests to step into the neon mystique, the pop-up was a purple-powered fever dream with a whimsical hall of mirrors that echoed the campaign’s setting. Clients could enjoy the fun and relaxed atmosphere whilst enjoying complimentary access to the immersive space. Guests tried their luck at engaging and unexpected games, whilst discovering the sparkling new fragrance. A fragrance discovery bar offered an opportunity to discover the olfactive notes of the Chance collection. As an extra surprise, clients were offered complimentary candy floss. [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/Chance-Pop-Up-.pptx]
To celebrate the launch of the new crush fragrance accessory - Coco Mademoiselle Fragrance on Chain – CHANEL executed a unique activation throughout March 2025. Inspired by the campaign film and the mystery-bottle shape, the iconic Coco Mademoiselle photobooth toured across different locations in the UK. From a PR feature with key influencers such as Olivia Neill to selected stores, CHANEL encouraged clients to get photo-ready with a spritz of Coco Mademoiselle. Stepping inside the photobooth, featuring the name of the location, clients discovered the limited-edition purse spray. The true jewellery accessory, composed of a string of glass pearls and a golden chain, allows for use anytime and anywhere. This design lends itself to intuitive, spontaneous application and is ideal for refreshing the sensual, ambery notes of the fragrance or for touching up your scent throughout the day. After discovering this unique accessory, clients had the opportunity to capture their memorable CHANEL moment and share their pictures online or go home with their black and white photo prints. This fun, interactive activation brought the Coco Mademoiselle spirit to stores and drove buzz online.
The Chloé Atelier des Fleurs collection was developed by master perfumers who have captured the scents of fresh flowers with a sense of elegant simplicity. The scents may be worn alone or blended with others from the collection, offering an infinite number of olfactory compositions to be custom-crafted. Communication activations for niche collections are increasingly social at heart - beautiful, intimate storytelling served in targeted, private feeds. However, Chloé Atelier des Fleurs had a clear ambition, to be experienced, not just scrolled. To feel instantly iconic and easy to experience IRL. To achieve this, Edinburgh, an affluent city where premium presence can build fast, was selected as the location for Chloe to achieve full dominance, using multiple OOH formats to curate brand messaging through all the city’s landmark areas, then anchor it with experiential immersion outside St James Quarter John Lewis, an established over indexing Chloe top door, and encouraging footfall within. This visual domination was complimented in all 360 touchpoints from sampling to GWPs, content creators to digital media. The result was a seamless journey from street to scent to sale, delivered with Chloé-level restraint and craft. A modern luxury launch model: beautifully public, genuinely sensorial and commercially proven. [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Chloe-ADF-FF-Best-Activation-Award-supporting-document.pdf]
To celebrate the holiday season, Maison Diptyque, London's ephemeral space is transformed into a gifting atelier. Inspired by the Diptyque winter tale, it unveils treasures adorned with golden details, designed to make every gift unforgettable. In the gifting atelier, the art of gifting becomes a statement. Bringing a personal touch and festive spirit, customers can fully customise their gift wrapping through ex-libris stamps, wax seals and a variety of silkpapers, offering endless design possibilities. Customers can also write a postcard from the atelier, which Diptyque will send on their behalf and cover the postage cost. Visitors have the chance to take part in the lucky draw, where oval tokens offer the chance to win gifts, including samples of fragrances and creams, a 190 g candle.
Escentric Molecules takes its radical minimalism to the next level with the launch of Escentric 02 Extrait de Parfum – a high-concentration reinterpretation of its cult favourite, Escentric 02. For the first time, the fragrance comes housed with a luxurious anodised aluminium cap, marking a bold evolution in both form and formulation. [PARA] At 30% concentration, Escentric 02 Extrait de Parfum is the most potent expression of the iconic formula yet. Built around a maximal dose of Ambroxan – perfume's most coveted amber-like aroma-molecule – it intensifies the mineral, clean warmth that made the original a phenomenon. This is Ambroxan unchained: luminous, velvety, and skin-sensual. [PARA] The signature fizz of the original remains, only now dialled up to exhilarating heights. Green jasmine bud lends a whisper of floral intrigue, while a dry, herbal note of Almdudler adds unexpected dimension. The effect is a crisp, 'gin and tonic' freshness at the top, softening into a radiant trail of mineral warmth and light.
As 2006 began, 21st century fragrance was still waiting to be born. Zzzzz. Something radical would be necessary to break the spell of this hundred-year sleep, a marginal notion that would unhinge the mainstream. But the world wouldn't have long to wait. [PARA] A quiet storm was coming to wash away the old and advance the new — one simple, beautiful molecule at a time. It would be called Escentric Molecules, and it would become the scent sensation of the 21st century, causing a frenzy that no one ever saw coming. The irony is, of course, that in setting out to strip away the myths that weigh down the fragrance industry, Escentric Molecules has generated a whole new mystique for an intense and loyal following of fans and was hailed as the anti-fragrance fragrance company. [PARA] As the brand has reached 20 years, as part of the celebrations. We have done a number of activities to mark the milestone of these cult classics. One of the standouts is our Liberty atrium takeover and window. The pop-up marks the start of our 20th anniversary celebrations and honours our long-standing partnership with Liberty, who is also celebrating a milestone anniversary of 150 years. [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/Frag-Foundation-Additional-Supporting-Material.pdf]
In July 2025, Jo Malone London was delighted to unveil its most nostalgic collection to date… just because we love a summer favourite! The fragrance and lifestyle house celebrated summertime – with a distinctly British and delicious twist – and gift giving, for any reason or no reason at all. [PARA] Sandcastles, sunny spells and scrumptious scoops of a childhood favourite. Savouring the scent of Raspberry Ripple as we celebrate our most-treasured childhood trips to the British seaside. Top of the menu is Raspberry Ripple, a vivacious and enticing fruity cologne. [PARA] Sharp-scarlet juices of lush raspberries and redcurrants swirling through white musk to mind this nostalgic ice cream flavour. The fragrance notes include: Top: Redcurrant Accord, Heart: Raspberry Accord, Base: White Musk Accord. Wood, Sage & Sea Salt also joint the seaside celebrations. The natural beauty of the British Isles inspires this universally popular fresh woody fragrance. [PARA] To celebrate the scrumptious Raspberry Ripple Cologne, Jo Malone London brought the British seaside to the banks of the River Thames with an interactive, showstopping pop-up experience, that then travelled to Edinburgh to further surprise and delight.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Jo-Malone-London-2025-Raspberry-Ripple-Campaign-Overview.pptx]
In September 2025, Jo Malone London championed their Scent Layering philosophy with a new, innovative campaign and product offering, fronted by with British actor India Amarteifio. [PARA] Sitting at the heart of the JML philosophy, Scent Layering is a chance to express yourself in all your glory… Every Layer Tells A Story. Every cologne is a blend of carefully chosen ingredients made to combine with one another. To inspire Scent Layering experimentation, JML selected three colognes from its library, each with a distinct effect, that can be layered with a choice of fragrance to create a scent that is uniquely you. [PARA] The campaign invites you to layer your signature scent with Grapefruit, English Oak & Hazelnut and Peony & Blush Suede. These three Scent Layering combiners adapt your chosen cologne to suit your mood, the occasion or season. Add a twist of citrus with Grapefruit to start the day feeling uplifted and bright, bring an elegant edge to a fun night out with English Oak & Hazelnut's burst of freshness and set the tone for feel-good days through to cosy nights in with Peony & Blush Suede's layer of warmth. [PARA] Introduced easy '3 Step Method' [PARA] Disruptive Experiential Stunt - 'Scent Layering Pod' in London & Manchester[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Jo-Malone-London-Scent-Layering-2025-Campaign-Overview.pptx]
Space NK Fragrance Library is widely regarded as one of the most influential retail fragrance activations in the UK, bringing together many of the industry’s most sought-after brands in an immersive, discovery-led environment. Designed to encourage exploration and storytelling, the space allows customers to connect with scents in a memorable and experiential way rather than through a traditional retail setup. In 2025, the retro energy of the Miami Shake diner concept captured visitors’ attention more than any other installation. Its playful, nostalgic aesthetic created the perfect backdrop for a standout launch from Juliette Has a Gun. The brand’s newest fragrance quickly became the number one product sold during the activation, selling out almost immediately and generating significant buzz both in store and across social platforms. The success reflected a broader shift in fragrance preferences. Customers were clearly craving an elevated fruity scent profile; silky and smooth like whipped cream, layered with soft musk and finished with a long-lasting, addictive trail. That balance of sweetness and sophistication struck a chord, ultimately turning the launch into the brand’s bestseller and a defining fragrance moment of the year.
“Beyond the Bottle: A Scented OOH Takeover to Bring La Vie Est Belle Vanille Nude to Life” Launched on December 16, 2025, Lancôme’s two-week immersive takeover of Tottenham Court Road station redefined the urban commute, turning an everyday journey into a scented, sensorial sanctuary. This high-impact activation for La Vie Est Belle Vanille Nude served as the physical and sensory anchor of a sophisticated, 360° full-funnel holiday campaign, strategically bridging the gap between digital storytelling and physical discovery. By integrating scent diffusion into one of London’s most prominent transit hubs, Lancôme greeted commuters with the fragrance’s signature solar vanilla, creating an immediate emotional warmth to push the fragrance beyond its bottle, into real life. This pioneering OOH centrepiece was meticulously synchronized with a wider multi-channel ecosystem: high-reach TV and digital media drove top-of-funnel awareness, while premium press and targeted social & influencer campaigns sustained desire throughout the consideration phase. This full-funnel approach ensured a fluid customer journey, transitioning the audience from the high-traffic station environment to immersive retail pop-ups and flagship consultations. By weaving the olfactory experience into a broader narrative across traditional and digital touchpoints, Lancôme successfully transformed a fleeting transit moment into a deep brand connection, reinforcing La Vie Est Belle’s position as the definitive icon of festive luxury and modern femininity.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Lancome-La-vie-est-belle-Vanille-Nude-360-COMPRESSED.pptx]
ALDEBARAN is a niche perfume created by Quentin Bisch for MARC-ANTOINE BARROIS, offering a modern and polished take on tuberose. Its structure revolves around a radiant floral core shaped by creamy petal nuances, a whisper of paprika for lift and a soft tonka base that adds quiet warmth. The combination feels clean, sensual and effortlessly elegant, reflecting the discreet sophistication of the maison. Since its debut in 2025, ALDEBARAN has distinguished itself through its strong artistic intent and emotional clarity. Inspired by the star that lends its name, the fragrance suggests a gentle passage from shadow toward light, carrying a sense of optimism. This narrative is supported by a composition that prizes purity and precision. The scent unfolds in delicate layers and settles into a graceful, luminous presence on the skin. ALDEBARAN embodies the ideals of niche perfumery. It avoids predictable formulas and instead follows a thoughtful, personal direction that speaks to those who value authenticity and careful craftsmanship. Every detail reflects the brand’s couture spirit, from the selection of materials to the sculpted balance that defines Bisch’s approach.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Best-Activation-Marc-Antoine-Barrois.docx]
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]
In the heart of Paris, l'Odéon remembers the literary and jazzy vertigo that enlivened its clubs and cafés. An air vibrating with the essence of patchouli. [PARA] Under the dome of the Pantheon, exceptional men and women ensure that this creative fire lives on. Its amber glow, stirred by candied date and sandalwood. The desire for art rustles between the folds of the curtain of the theatre that bears its name. [PARA] We salute the performance of the rose essence, the tonka bean before regaining the charm of old stones and silver roofs, to be invaded by the presence of musks. Like in a novel. A neighbourhood woven of fictions, pages to devour, moments to live, waiting in the booksellers' boxes for the early morning, when the Odeon awakes. Again, forever.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Memo-Paris-Odeon-x-Jean-Jullien.pptx]
“Check, please” was a worldwide exclusive retail launch with Selfridges from Mind Games — a brand built on the tension between strategy, instinct, and emotion. The fragrance introduces a distinctive olfactive profile paired with a strong visual identity inspired by ribbed glass and the concept of revealing one’s true self. The launch includes high-quality product assets, photographic campaign imagery, digital content, and in-store activation, forming a complete 360° presence across online and retail touchpoints. The launch was supported across brand-owned digital platforms and in-store activations ACROSS Selfridges stores. A distinctive olfactive signature that differentiates “check, please” within the niche fragrance landscape. A strong, minimalist visual identity built around ribbed glass, reflection, and emotional clarity. High-quality product assets, including pack shots, cgi, ingredient visuals, and a photographic campaign. Real consumer touchpoints through digital platforms and in-store activation at Selfridges, London.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/MIND-GAMES-Check-Please-Best-Activation.pptx]
From Sept 4–10 2025, Miu Miu unveiled Miutine at Selfridges via a dual-site activation (Duke St Canopy & Hillary Site). Celebrating a "rebel’s spirit, bottled," the experience captured the irreverent, youthful, and unconventional essence of the Miu Miu woman. As Master Perfumer Dominique Ropion intended, the space invited self-affirmation away from any gaze. To mirror the classic chypre signature twisted with fruity gourmet cheekiness, we synchronized taste and scent. Visitors enjoyed strawberry matcha and brown sugar lattes, ingredients chosen to echo the olfactory notes and the matelassé flacon. This allowed guests to "taste" the fragrance’s unyielding spirit. The activation featured campaign face Emma Corrin, the ultimate embodiment of an individual confident in their contradictions. Deepening the focus on identity, the Hillary Site hosted poet Olivia Dodd, who created personalized poems on exclusive postcards. By asking, "If you were to describe yourself with one word, what would you say?" we engaged the unconstrained spirit of our audience. Miutine proved that to be yourself is the ultimate act of rebellion—a quiet storm in a room full of people. [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/Miu-Miu-x-Selfridges-UK-activation.pdf]
Niche Show is London’s first exhibition event dedicated to niche fragrance and perfume. The first edition connected over 35 brands from all over the world with the fragrance community including collectors, distributors, press, buyers, creators and more. The debut show hosted over 500 visitors in a one-of-a-kind central London art gallery environment, which allowed for the art of fragrance to be celebrated. The brands being showcased ranged from viral emergent Memories of a Perfume Collector to a range of British start ups like Gallia Rae, to globally recognised names such as Zoologist and Kajal Paris. Visitors got the opportunity to connect with brands which are not available on the high street, get closer to founders and hear their stories, plus try new and exclusive fragrances before anyone else. Niche Show London successfully created a new date in the global fragrance community calendar, bringing a new concept to the UK’s capital.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Niche-Show-London-2025-Recap.pdf]
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]
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]
Prada Kiosk: the new Prada brand magic for the launch of Paradigme The Prada Paradigme kiosk invites you to experience Paradigme Eau de Parfum in another way. We brought the kiosk to life in 3 key locations in London, Canary Wharf, Old Spitalfields Market, and Seven Dials warehouse. People are invited to our kiosks to experience the new fragrance by being gifted a Prada “fanzine”, GWP, and fragrance samples. Over the course of the activation, we achieved 600k total footfall/13k samples claimed, and showcased Prada savoir-faire in the UK&I markets. [LINK:https://www.tiktok.com/@lrenegreen/video/7552214185694760247?q=prada%20paradigme%20kiosk&t=1772458564228]
Space NK delivered exceptional fragrance growth in 2025, significantly outperforming the market with 32% growth. [PARA] They introduced nine new premium and niche fragrance brands and delivered 16 retailer-exclusive launches. [PARA] Key highlights included bringing Phlur Cherry Stem to life in Covent Garden and the award-winning Fragrance Library activation during National Fragrance Week.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Space-NK.pptx]
The quest for exceptional rarity. Black Orchid Reserve unites the scent of the original TOM FORD Black Orchid with a midnight-blooming Ghost Orchid accord in a powerful revelation that captures the pure intensity of two elusive blooms. [PARA] "The original Black Orchid achieved legendary status as it defined a new floral expression that was completely unexpected and unparalleled. Black Orchid Reserve is a celebration of the iconic classic fragrance and introduces a glamorous costar: the Ghost Orchid accord. We started by exploring deeper, darker tonalities of black and doubled the dosage of the signature Black Orchid accord. This amplified the note's rich, elegant floral essence of fierce seduction. It is striking." — Yann Vasnier, Master Perfumer [PARA] To set the stage for Black Orchid Reserve's deeper, darker chypre floral dimension, TOM FORD's signature Black Orchid accord is dialed up and amplified. An increased dosage of ylang ylang adds new luminosity, its sparkling floralcy flecked with effervescent timut pepper. A blackened roasted tonka note smolders in the background while a black truffle accord exudes an elegant earthiness. The rich woody quality of patchouli mingles with amber tones.
With the opening of its first-ever physical installation, Vyrao invited the public to step inside and experience its universe firsthand. The Vyrao x AMO pop-up encapsulated energy, movement, colour, and artistry, marking AMO’s first-ever partnership with a beauty brand. Conceived as a space for community, connection, and sensory immersion, the pop-up engaged audiences beyond traditional retail. Every aspect of the design was intentional, including the use of totems to present all ten fragrances. Traditionally, a totem is an object that is believed to have sacred significance; here, symbols derived from energy waveforms were used to bring the world of Vyrao to life. The installation became a living space for shared experiences, with cacao served daily throughout its run. Visitors participated in wellness sessions including cacao ceremonies, breathwork and reiki, alongside one-off experiences such as a laughing meditation and a Halloween celebration with Climax Books celebrating Vyrao’s hero scent, Witchy Woo. As founder Yasmin Sewell articulated, “It wasn’t about shopping. It was a space to slow down, breathe, and feel.” [LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/03/TFF_Vyrao_Pop-Up-Deck.pdf]
