​The Perfume Shop has partnered with health and beauty giant to launch a new retail media proposition

The retailer has launched with OptimO, AS Watson’s retail media ecosytem, to deliver “innovative solutions” that help brands create “more effective and personalised” advertising experiences.

It has been designed to boost the shopping experience for loyal customers, empower brands, as well as drive growth for its current and future partners.

The Perfume Shop will use AS Watson’s OptimO’s cutting-edge technology to put out highly targeted and personalised advertising in store and online, alongside a new retail media proposition on how brands connect with customers.

To ensure effectiveness of a brand’s campaign, the retail media network has advanced targeting capabilities, seamless integration with existing ecommerce and instore systems, and robust analytics tools. 

During the launch phase, the retailer will introduce sponsored products allowing brands to promote their products directly within the shopping platform to gain maximum visibility and customer engagement.

Sponsored products will appear on the homepage, search results page, product listings, product detail pages, the cart page and will be based on “contextual and behavioural signals”. This will continue to evolve throughout 2025, with sponsored products expanding to the app along with new elements like onsite display and video.

The Perfume Shop managing director Gill Smith said: “The launch with AS Watson OptimO represents a transformative step forward for The Perfume Shop. By integrating AS Watson OptimO’s advanced retail media capabilities with our extensive customer reach, we’re not just improving advertising efficiency – we’re creating a more personalised and engaging experience for our customers.

“This collaboration will enable us to offer brands unprecedented access to valuable consumer insights while maintaining our commitment to exceptional customer service.”