Blog | 11 April 2016

River Lauches The Perfume Shop’s New Blog

The River Group is delighted to announce the launch of The Perfume Shop’s new expert fragrance blog, SCENTS – an inspirational, conversational content hub for people with a passion for perfume.

Providing an engaging conversation with both new and existing customers of The Perfume Shop, SCENTS is the accessible, go-to authority on perfume that brings together the latest news, inspiration and expertise from the world of fragrance.

Its inspirational content, including daily posts and video exclusives, will be brought to you by editor Lauren Carbran. As the face of the blog, she will give you an exclusive insight into the tips and tricks of in-house experts, and bring you brand stories, engaging news, of-the-moment trends and celebrity interviews – all presented in a style that aims to bring customers closer to their favourite perfumes.

The blog will position The Perfume Shop as the leading educator on fragrance, with in-house experts and staff providing the expertise. Referred to as #TEAMTPS, they will provide an invaluable service to readers through top tips and advice, just like they do in store. This will ensure SCENTS stands up against competitors and creates a unique, individual experience.

‘I’m so excited to be part of SCENTS,’ says Lauren. ‘The story behind perfume is so under-told, and I can’t wait to fuel people’s passion for perfume and spark curiosity to discover more. The blog will have a modern take on perfume talk and will be for everyone, whether they’re simply seeking some inspiration for their next purchase or are already a pro-perfumer.’

SCENTS will tell you about the products before they’re even on sale, and show readers how to find the right scent for any occasion, as well as choose the perfect gift for friends and family. It will be an addictive resource for fragrance storytelling, which will make you want to join in, follow and share on social media.

Michelle D’vaz-Plant, Head of Brand at The Perfume Shop, says, ‘We’re really excited to be launching SCENTS blog. SCENTS aims to educate and inspire customers through providing the latest news, inspiration and expertise, with many contributors, from celebrities to noses – and our very own in-store experts.’

Take a look at SCENTS blog here:

For more information on River, please contact Nicola Murphy, Chief Executive Officer, on 020 74207000 or email

Andy Greening
Andy Greening
Digital Manager at The River Group

Andy is Digital Manager at The River Group, specialising in digital publishing and strategy. Andy also consults on podcasting and video post-production. Follow him on Twitter @andrew_greening.

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