Mind Games – Check Please
“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]
TOM FORD – Black Orchid Reserve
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.
Memo Paris – Odéon x Jean Jullien
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]
Aramis – Intuition
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/]
Lancôme – La vie est belle Vanille Nude
“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]
BDK PARFUMS – Impadia
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]
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]
Carolina Herrera – La Bomba
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]
Juliette has a gun – Miami Shake
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.
Escentric Molecules – 02 Extrait de Parfum
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.