The Perfume Shop is to continue to partner with Alzheimer’s Research UK, the charity it's worked with since 2014. During that time it has raised £250,000 from fundraising with customers, suppliers and colleagues.

This year will see Perfume Shop employees offered the chance to participate in activities such as Running Down Dementia and sharing their #TPSLoveStories to raise awareness.

Customers will be able to get involved too by adding 50p to their purchase which goes directly to Alzheimer’s Research UK.

The Perfume Shop will also get involved with dementia research by playing the innovative app game Sea Hero Quest. Playing the game for just two minutes will provide scientists with the equivalent of five hours’ worth of lab-based research.

Gill Smith, MD at The Perfume Shop, comments: “We are delighted to be working with Alzheimer’s Research UK this year. Perfume isn’t just something which smells great, we know it has the power to awaken lost memories. We know our colleagues and customers want to get behind the charity to support their research into dementia.”