A luxury indulgence that’s accessible to everyone

When Fragrance Boutique recently announced its partnership with South Africa’s leading fashion retailer, the Foschini Group, shoppers knew a fragrance innovation was in the air.

Launched on 1 October, customers can visit one of 30 Foschini stores nationwide and chat to a fragrance specialist instore. The new Fragrance Boutique stations offer customers access to the familiar scents of luxury fashion houses and brand names, at a fraction of the price tag. Each scent has been perfectly crafted to match the notes of internationally known fragrances. Using a #number system, the in-store consultant takes the customer through the scent experience to find their perfect match.

‘We are thrilled to bring our offering to Foschini’s trend-conscious consumer. So far, the reaction has been amazing, with

customers immersing themselves in the fragrance discovery experience. By removing the brand label, customers have been able to focus purely on the fragrance itself – the emotions it can illicit and the statement they want to convey through their scent,’ explains Fragrance Boutique’s national sales and marketing director, Craig Dippenaar.