Beyond creating its own fragrances, Liberty has increased the footprint of its fragrance counter in response to the growing perfume boom. In 2024, the store opened its purposefully low-tech Fragrance Lounge to offer customers a more intimate fragrance shopping experience away from the main shopping floor. It is not the only major retailer to do so: In September, Nordstrom remodeled the beauty section of its New York City location with an expanded fragrance offering.
— Read more in Liberty London is betting on fragrance’s ongoing growth with the North American launch of its in-house perfume brand at Glossy.
When I showed up at Nordstrom for the Spring Fragrance Festival, the line already snaked through men’s apparel and was headed toward the escalator. The event was billed as a celebration of “our sister state of Hawaii, with lively music, tropical drinks and appetizers”. Soon ukulele music drifted out from the skybridge, where a few dozen tables from fragrance vendors lined the edges.