John Lewis is pinning its hopes on Gen Z’s love for perfumes.
Managing director Peter Ruis said pricey fragrances are attracting younger shoppers.
‘You have 18-year-olds interested in £150 fragrances. It is a whole new zeitgeist,’ he said.
Bestsellers include bottles of £127 Chanel No 5, advertised by actress Margot Robbie, and £245 MFK Baccarat Rouge.
Sweet smell of success: Bestsellers include bottles of £127 Chanel No 5, advertised by actress Margot Robbie (pictured), and £245 MFK Baccarat Rouge
And the retailer, which has 36 shops, is stocking more brands such as Loewe, Rihanna’s Fenty Beauty and Jo Malone’s Jo Loves brand. The average price for a bottle is up from £70 to £100, lifted by ‘Perfume Tok’ – where influencers review products on TikTok.
John Lewis plans to open five more beauty halls this year as part of a £800m investment.
Heena Mohammed, head of beauty, said: ‘Luxury fragrance is seeing huge growth inspired in part by younger generations looking for the premium brands.’
The department store hopes to further appeal to younger shoppers by hosting Topshop’s return to the High Street next year.
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