The UK’s largest specialist perfume retailer opens a new store and launches its Christmas advertising campaign.

As part of its nationwide expansion plans, The Perfume Shop has opened a store in the new Broadway Shopping Centre in Bradford.

The new store is one of the first to showcase The Perfume Shop’s new logo. While maintaining the iconic red and black colour theme, the company says the revamped logo represents the evolution of The Perfume Shop as it continues to grow and develop.

With more than 1,000 sales advisors working in 271 stores nationwide, The Perfume Shop is the UK’s biggest specialist perfume retailer. The Broadway Shopping Centre store has created seven new jobs.

Nikki Bates, The Perfume Shop’s Head of Retail, says: “We are thrilled to be expanding further within the Bradford area. The Perfume Shop in The Broadway Shopping Centre will allow us to continue offering free impartial advice and expertise, as well as excellent gifting opportunities, including free gift wrap in the run up to the festive season.”

Managing director Gill Smith says: “We hope this new store will continue to thrive in the area where customers can explore over 400 branded perfume products and join the most generous loyalty scheme on the high street, especially throughout the Christmas period.”

Interconnected media

The retailer’s Christmas advertising campaign features the tagline “Where will it take you?” This runs through interconnected TV commercials, product-focused ads and an online social media competition, all of which celebrate the emotive connections between scent and memory.

The Perfume Shop’s head of brand, Michelle D’Vaz-Plant, explains: “This new campaign really takes things to the next level for The Perfume Shop going into 2016. With a refreshed brand and a new website launched, it was crucial to deliver something truly unique and engaging.”

The supporting social media competition encourages people to tag images of their favourite memories using #wherewillittakeyou on Twitter and Instagram to win a prize of £1,000 worth of perfume.

To see the "Where will it take you?" campaign, visit www.wherewillittakeyou.co.uk