The Fragrance Foundation
Scent MemoriesNFD

The Fragrance Foundation lead the support for National Fragrance Day on 21st March 2017; commencing a week long celebration of fragrance in the run up to Mother's Day.
The Fragrance Foundation used this opportunity to drive consumers in to stores, raise awareness for the sense of smell and encourage customers to create “Fragrance Wardrobes”.
Share your #ScentMemories!

This gives brands and retailers the opportunity to engage with customers and advise on how to make the most of fragrances, discover new products for different occasions and start creating their scent wardrobe, as well as discovering the power of the sense of smell. Smell is the most evocotive of all the senses and we are inviting you and consumers to join the conversation. 

Get in touch via #ScentMemories or InstagramTwitter or Facebook, or email us

Visit our blog for scented tales to brighten up your day.



How are people celebrating?



Across 29 titles, our National Fragrance Day Ad has appeared 55 times since December 2016



3-month campaign started in January across key digital sites



Across 6 sites London and inside M25



12 Retailer Groups and many Independents supported both in-store and on-line, from Windows, Department and Home Page take-overs look out for promotions and activities in–store.


From Competitions to events, GWPs, to sampling campaigns in store… Thank you to everyone who got involved.


What happened?


Acqua di Parma

They supported National Fragrance Day all week by gifting exclusive mini hatboxes and fragrance miniature to all their customers in 28 of their top doors nationwide.


They celebrated National Fragrance Day and Mother’s Day with  the launch of their beautiful new Rose Colognes (Rose being the house flower of AERIN), and the launch of a brand new service menu which includes the services below. They offered a complimentary full-size AERIN Rose Balm Lipstick with any fragrance purchase made following a service appointment in Harrods & Selfridges (complimentary deluxe Rose Lotions in other AERIN doors).

Aramis & Designer Fragrances

Their consultants were out in force in Black Aprons with the Rose bottle on collecting your #ScentMemories


Armani Privé

An exclusive instore event on the 21st: introducing an evening of Armani Privé unique perfume layoring techniques!

They offered complimentary Armani Make Up looks to match the scent of your choice... divine!

They also celebrated Mother's Day with fragrance consultations, sampling and make-overs.


Aspects Beauty Company

They celebrated National Fragrance Day with the following selection of beautiful scents!

Wardrobe your fragrances with this selection... whatever your mood, they've got it covered.



Debenhams Carmarthen

Debenhams Carmarthen  in West Wales joined in the fun on National Fragrance Day. They invited customers onto the department to receive a complimentary hand and arm massage using the luxurious fragrant lotions available in the store, while explaining the benefits of layering a fragrance. 

Debenhams Preston

They celebrated with a Vince Camuto pop up pack for mother’s day, as well as some additional La Perla items  promoted on Monday 20th March and to the lead up to Mother’s day. 


Dolce & Gabbana

 GWP Light blue 10ml roller balls in John Lewis W1 (and potentially Liverpool and Birmingham too!) to support the week


Guests were invited to visit the Elegantes display in Fortnum & Mason and to share their #scentmemories by writing it on a small printed card
These cards were collected and each guest received a small token to celebrate National Fragrance Day and Mothers Day. 
One lucky person received a gift voucher for two to enjoy lunch at 45 Jermyn Street


Floris London

To celebrate National Fragrance Day, they were offering one lucky winner the chance to win 1 fragrance from The Fragrance Journals collection. To enter, all you needed to do is head to their competition page  and fill in the form. 


Front Row Edit

Front Row Edit celebrated National Fragrance Day with their top 7 scents - see what they suggested!



 Harrods had a Fragrance Day take over throughout the White Hall, the Black Hall, Home Fragrance & Salon de Parfums.

Harrods celebrated a week-long series of activities to celebrate National Fragrance Day on 21st March, in partnership with the Fragrance Foundation UK.

Starting from the 18th March, three wardrobes adorned with flowers representing different fragrance notes were located within Home Fragrance on the Second Floor, displaying Harrods’ finest offering of fragrances. Experts were on hand at these ‘Wardrobing Stations’ to speak to customers about creating the perfect fragrance wardrobe – from picking a scent to suit an occasion or season to dressing your home. Customers were able to find out more about the art of layering and were invited to explore different fragrance note combinations to create unique scents.



You could your very own Eau des Merveilles Bleue deluxe miniature with the purchase of any Eau des Merveilles fragrance 100ml.



House of Fraser Manchester


Café Zest and the Champagne Bar on Saurday 18th March and Tuesday 21st March celebrated Carven & La Perla




John Lewis Leicester & Nottingham


In-store events with La Perla & Carven with gifts with purchase from both brands, drinks & nibbles!



Kenneth Green Associates


In-store activity including GWPs, Sampling & Online Competition



Marina Barcenilla Parfums

You could share your #ScentMemories with Marina Barcenilla Parfums to be in with a chance of winning Winner of Best New Fragrance at The Fragrance Foundation Awards 2016 'India'!



Celebrate National Fragrance Day… #MyMugler

Share how your MUGLER fragrance makes you feel in store and receive 2 complimentary MUGLER miniatures (while stocks last) or online to win a luxury MUGLER fragrance collection - visit the MUGLER Facebook page between 20-26th March and share how your fragrance makes you feel!

The luxury MUGLER Collection includes an Alien EDP 60ml, Angel EDP 25ml, Cologne EDT 100ml & A*Men EDT 100ml. See online for Terms and conditions. 


Nellie Mimosa


Follow your nose into Southbourne on March 21st and head to Nellie Mimosa to celebrate National Fragrance Day. 

Situate on Southbourne high street Nellie Mimosa were exhibiting aromatic fragrances, to include honeysuckle, jasmine, pomegranate and sweet peas in their travel sized candles, plus perfumes and reed diffusers.

With 60 scents on display, it was quite the event!





You could share you #ScentMemories with them to be in with a chance of winning 'Savoy Steam' (Commencing Monday 20th) 

They've paired up with a selection of bloggers to share their #ScentMemories - take a read here!

There were call-outs in their fabulous windows, and inivted their database to go in-store for fragrance profiling appointments & events.



Roja Parfums


You could take your business card into The Roja Parfums Boutique in The Burlington Arcade with the name of your favourite Roja Parfums scent written on it and you could win a signed bottle.
Visit Roja Parfums in The Burlington Arcade, Harrods, Selfridges and Fortnum &a Mason to receive a complimentary fragrance consultation from our fragrance specialists - each trained by Master Perfumer Roja Dove. 
To celebrate National Fragrance Day they were offering a 'gift with purchase' when buying a perfume from our Burlington Arcade boutique. Choose between a Lily Extrait or a Vetiver Candle. 
Celebrate with Superdrug who had lots of exciting activities in place to celebrate, with the headline initiative being 'Save 10% across all fragrance and gift sets for Health and Beauty card Members'.
The Bath House
Celebrate National Fragrance Day with The Bath House!
Their fully trained Beauty Advisors inspired customers to enjoy, and understand the world of fragrance better, with a daily specific chosen fragrance from their perfume portfolio.
They gave GWP’s, personal incentive challenges plus perfume vials and fragrance wardrobe advise on how to use a perfume, according to style and taste...
The best type of perfume for daytime, preferred fragrance for evening, summer /winter scents, and a great in-depth of perfume knowledge..


The Fragrance Shop

Receive £10 off (when you spend £70 or more),  from 17th to 21st March,  to celebrate National Fragrance Day! 

Shop in-store and get social with @fragranceshopuk on Facebook, Twitter and Instagram for tons of chances to win every day this National Fragrance Week.



The Perfume Shop


On Monday 20th March check out their National Fragrance Day quiz!

They will also be featuring four bloggers and their #ScentMemories... we can't wait to read them!

And finally... don't miss their interview with our CEO Linda Key on the 21st.


Viktor & Rolf

Experience their latest fragrance Bloom with sampling and raffle opportunites through all of their consultant doors! With extra special Bloom Blotters with all the info you'll need on National Fragrance Day!