Aldi has confirmed a significant change to its middle aisle offerings, with three new fragrances arriving in UK stores on June 11. The German supermarket chain launched the scents after research indicated that more Britons are switching to more affordable perfumes and aftershaves.
Shoppers Prefer Cheaper Fragrances
According to Aldi, two-thirds of people believe cheaper fragrances smell better than luxury originals, and 57% say they have received more compliments while wearing affordable options compared to designer ones. In response, the supermarket has introduced three new Lacura men's fragrances.
Julie Ashfield, chief commercial officer at Aldi UK, said: "It's official, we're a nation of fragrance fans. Our research shows shoppers are becoming savvier and are increasingly turning to affordable options that still deliver on quality and scent. That's why we're excited to launch our latest range of fragrances, offering customers luxury without the premium price tag."
New Lacura Fragrances Available
Shoppers can purchase the new Lacura Solar Drift, Lacura Classic Edge, and Lacura Urban Dusk Eau de Parfums for just £4.99 per 50ml bottle. The supermarket's research also found that 32% of people bought a fragrance after seeing an advert, even before smelling it in person, describing fragrance campaigns as "works of art." Additionally, 27% say fragrance adverts encourage them to buy a new scent.
Aldi also released a tongue-in-cheek fragrance advert inspired by designer perfume campaigns, but set in an Aldi store with a typical store colleague named "Dave." The supermarket branded the fragrances as "premium scents at a fraction of the price" of designer alternatives.
However, customers interested in purchasing one of the cheaper perfumes must act quickly, as Aldi warns, "once they're gone, they're gone."
