Following an exclusive launch, The Perfume Shop recorded that it sold one bottle of Justin Bieber’s new fragrance Girlfriend every minute in the opening week, making it one of the business’ bestselling celebrity scents.
On top of the in-store success, The Perfume Shop saw a dramatic increase in online traffic with the launch producing an increase in sales of 132% compared to this time last year.
Die hard Beliebers camped outside The Perfume Shop stores in UK and swarmed high streets across the country as they eagerly awaited the launch of the teen idols fab new fragrance.
The Perfume Shop’s Facebook page has been overrun with “likes” and comments and 75% of the business’ Twitter feed was dominated by Justin Bieber posts during the launch weekend, including a tweet to all UK fans from the heartthrob himself directing them to UK stores.
Michelle D’Vaz, UK National Advertising and PR Manager at The Perfume Shop said: “With the remarkable success of JB’s debut scent Someday, we are thrilled to say all records have been broken with the launch of Girlfriend.
“The online traffic has been remarkable and with one bottle being sold every minute it is safe to say Bieber fever is still a phenomenon!”