# Concept Perfume Stores Lush's Perfume Library Provides Consultations with Fragrance Experts By Laura McQuarrie | Published 2024-07-24 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/perfume-library References: [weare.lush](https://weare.lush.com/press-releases/lush-opens-a-new-perfume-library-in-the-fragrance-hub-of-london-in-soho/)  Experiences with scent are profoundly personal and Lush is opening the doors to a Perfume Library in London where fragrance fans can build out their scent wardrobes with the aid of its experts. At this permanent concept store, Lush shoppers will find a dozen brand-new perfumes that are not yet available elsewhere. Created by three in-house perfumers (Lush co-founder Mark Constantine OBE, Emma Vincent and Alina Gliwinska,) the new fragrances open up new possibilities for those looking to discover their personal scent. On-site, guests will also discover a curated selection of books that inspire the work of perfumers. Soho’s Beak Street has become a destination for fragrance lovers and Lush's Perfume Library is in proximity to neighboring stores from [Le Labo](https://www.trendhunter.com/trends/the-essence-of-slow-perfumery), [Avestan](https://www.trendhunter.com/trends/petrichor) and [Byredo](https://www.trendhunter.com/trends/unnamed-fragrance). ## Trend Insights (Trend Hunter) - Score: 7.0/10 - Popularity: 92% | Activity: 91% | Freshness: 26% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Personalized-perfume Experiences:** Combining fragrance consultations with personal scent creation offers a deeply customized consumer experience. - **In-house Perfumery:** Showcasing perfumes exclusively created by in-house experts emphasizes brand uniqueness and creative control. - **Fragrance-inspired Literature:** Integrating curated books that reflect perfumers' inspirations creates a multisensory retail environment and enriches customer engagement. ### Who This Affects Most - **Luxury Retail:** High-end concept stores in affluent areas provide an exclusive shopping experience that attract fragrance enthusiasts seeking premium products. - **Personal Care:** The personalized approach in fragrance selection and custom scent creation elevates the personal care industry through bespoke product offerings. - **Experiential Retail:** Creating immersive, multisensory shopping experiences transforms traditional retail into engaging and interactive environments. ## Related on Trend Hunter - [Multi-Sensory Fragrance Experiences](https://www.trendhunter.com/trends/scent-sanctuary.md) - [Boutique-Style Fragrance Shops](https://www.trendhunter.com/trends/the-perfume-shop-boutique-stores.md) - [Immersive Fragrance Retail Locations](https://www.trendhunter.com/trends/the-perfume-shop-experiential-store.md) - [Fragrance Libraries](https://www.trendhunter.com/trends/scent-lending-library.md) - [Curated Artisanal Perfume Collections](https://www.trendhunter.com/trends/artisanal-perfumery.md) - [Sensorial Fragrance Retailer Experiences](https://www.trendhunter.com/trends/the-perfume-shop-scent-sanctuary.md) - [Fragrance-Focused Escape Rooms](https://www.trendhunter.com/trends/perfume-themed-escape-room.md) - [High-End Pharmacy Fragrance Boutiques](https://www.trendhunter.com/trends/boots-fragrance.md) - [Multisensory Gourmand Pop-Ups](https://www.trendhunter.com/trends/cafe-gourmand.md)