About Penhaligon’s Perfumer Penhaligon’s is a true British heritage brand. It was founded in the 1860s by William Henry Penhaligon, a Cornish barber who moved to London and became Court Barber and Perfumer to Queen Victoria. Situation The in-store sensory experience is important in many luxury beauty categories, but it’s particularly vital for fragrance. So what do you do when all of your stores are forced to close? As pandemic lockdown set in across the U.K. and nonessential businesses closed their doors to customers, iconic perfumer Penhaligon’s had to rapidly pivot to digital sales to recoup lost store revenue. The shift required engaging and incentivizing consumers in new ways that didn’t involve spritzing and sampling. It also demanded a rapid and aggressive scale-up to offse

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