Major UK fragrance retailer The Perfume Shop has launched Optimo, company owner AS Watson’s O+O retail media ecosystem, that aims to delivering “innovative solutions that help brands create more effective and personalised advertising experiences”.

It said the launch “marks a key step forward in enhancing The Perfume Shop’s retail media capabilities… to enhance the shopping experience for its loyal customers, empower brands and to drive overall growth with both existing and future partners”. 

The UK largest fragrance retailer will leverage the system’s “cutting-edge technology” to deliver highly targeted and personalised advertising solutions across both online and instore touchpoints alongside introducing “a sophisticated new retail media proposition designed to revolutionise how brands can connect with perfume enthusiasts”. 

This includes advanced O+O targeting capabilities, seamless integration with existing e-commerce and in-store systems, and robust analytics tools. 

It said these features “will allow brand partners to create more meaningful connections with their target audience while measuring campaign effectiveness in real-time.

This strategic launch also reinforces its position “as an innovator in the perfume retail sector and demonstrates its commitment to delivering value to both customers and brand partners”. 

As part of the launch phase, it will introduce sponsored products as the first element of the retail media proposition. This will allow brands to promote their products directly within the shopping platform. Sponsored products will appear prominently on the homepage, search results page, product listings, product detail pages and the cart page.

In order to leverage customer data and insights, sponsored products will be based on “contextual and behavioural signals”, so brands can reach high intent shoppers. 

“This element will continue to evolve throughout 2025, with sponsored products expanding to the app, alongside the launch of new elements like onsite display and video”, it noted.

Managing director Gill Smith said: ”The launch… represents a transformative step forward for The Perfume Shop. By integrating [these] 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.”