Tesco is challenging health and beauty retailers by shifting fragrances on to the shelves in 60 stores and cutting their prices by as much as a half.
Previously top perfume and aftershave brands were only available over the retailer’s pharmacy counters.
But now brands such as Obsession, by Calvin Klein, and Diesel Plus Femme Eau de Toilette can be plucked directly from the shelf.
Tesco said sales of fragrances had tripled in the outlets that had imposed the new system, which are all among its largest stores.
Fragrances are being displayed in clear plastic packs with security tagging that is removed at the checkout.
Fragrance buyer Simon Reeves said: “Shoppers are happy to select products off the shelves in the same way as they would a tin of baked beans and don’t always need the advice of an assistant.
“It’ll be a relief for the many women who don’t actually enjoy being told what to wear and how to wear it by pushy fragrance counter staff.”
Previously top perfume and aftershave brands were only available over the retailer’s pharmacy counters.
But now brands such as Obsession, by Calvin Klein, and Diesel Plus Femme Eau de Toilette can be plucked directly from the shelf.
Tesco said sales of fragrances had tripled in the outlets that had imposed the new system, which are all among its largest stores.
Fragrances are being displayed in clear plastic packs with security tagging that is removed at the checkout.
Fragrance buyer Simon Reeves said: “Shoppers are happy to select products off the shelves in the same way as they would a tin of baked beans and don’t always need the advice of an assistant.
“It’ll be a relief for the many women who don’t actually enjoy being told what to wear and how to wear it by pushy fragrance counter staff.”
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