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Harrods draws customers in-store with Fragrace Explosion

July 31, 2013

The London department store Harrods is enticing fragrance enthusiasts with its month-long "Meet the Perfumers" experience, Luxury Daily reported.

Drawing from the multimedia content of its iPad magazine application, the Meet the Perfumers campaign encourages readers to watch the exclusive app-only Fragrance Explosion video, which features slow-motion video of bursting high-end fragrance bottles that are available in-store.

The in-store events will include a showcase of well known perfumers and exclusive workshops in Harrods Beauty Halls, the article reported.

"As a luxury goods category, perfume is a strong revenue generator and somewhat mysterious, like wine, and unlike other goods which people more or less know how they are designed and crafted," said Pam Danzinger, president of Unity Marketing, commenting as an industry expert. "That curiosity factor will certainly play into drawing people to the store to experience perfume in a brand new way."

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