The Perfume Shop to debut on National TV

The Perfume Shop, the UK's largest specialist fragrance retailer with 166 stores nationwide, is debuting on national TV this Christmas - its biggest advertising campaign to date.

WFCA, the Kent-based full-service advertising agency created, planned and bought the campaign, which centres on the concept: “The Perfume Shop Presents The Greatest Show in Town” and takes its inspiration from Busby Berkeley to emulate the style of a Hollywood choreographed set piece.

For the TV campaign, WFCA secured top director Jonas Odell, the Swedish music video and film director famed for his pop promos for Franz Ferdinand, U2, Feeder and Goldfrapp, as well as “The Only 1” commercial for BMW. Original musical composition is by Chris Baker, one half of the re-mix masters Mint Royale.

Opening with: “The Perfume Shop Presents”, the 20 second TV ad synchronises star-like glass perfume bottles showcasing Calvin Klein’s Secret Obsession (£28.50) and Davidoff Adventure (£29.99) and will be followed by two 10 second TV ads featuring a Boss Collector’s Edition Giftset (£32.99) in one and Versace Woman (£9.99) in the other.

The commercial breaks on ITV1, C4, Five, ITV2, E4, Fiver, Watch, Living, GOLD, Dave, UKTV Style, Trouble, Virgin1, MTV, VH1, E!, Paramount from November 24th through December 21st. National press insertions break November 2nd through December 13th, in titles including OK, Heat, More, Closer, Look, Daily Express, The Times and The Mirror. Radio commercials run on stations including Heart 106.2, Key103 and Clyde FM from November 24th to December 13th, and outdoor posters launch December 15th through December 28th.

The campaign is backed by a brochure designed and created by WFCA, 2 million copies of which are being distributed in all stores and a Daily Mail Weekend insert.

Matt Walburn, The Perfume Shop’s Head of Marketing, said: “This campaign will play a major role in helping us deliver our future growth plans. We’re using TV for the first time to spearhead our communication, which allows us to quickly deliver The Perfume Shop message to a wider audience. We needed a highly branded campaign that also showcased effectively our strong product and promotional content – this creative delivers on both counts.”