Debenhams Reveal the Difference Between Perfume Buyers in the North and South

LONDON, December 24, 2010 - Debenhams, one of the UK's largest perfume retailers, has released
findings that show that women in the north and south of the country have very
different habits when it comes to buying perfume.

The north/south divide is proving to be alive and well in beauty halls
across the country with the most floral, feminine fragrances a sell out
success thanks to northern women. South of Watford Gap however, women are
snapping up musky, woody and even male scents.

Northern and Scottish ladies are drawn to glamorous fragrances with a
sweet, edible gourmand edge. They choose the most girly of fragrances with
the current bestseller in the region,Viktor & Rolf Flowerbomb
(www.debenhams.com/webapp/wcs/stores/servlet/prod_10001_10001_123251900299_-1).

Southerners opt for more masculine fragrances with an edge, such as
Clinique Aromatics Elixir. Men's fragrances are also popular with southern
girls who wear them on a night out for a more distinctive, dramatic scent.

Women in the Midlands and Wales are the most traditional, opting for the
enduring classic perfumes such as Chanel No. 5 and Chanel Coco Mademoiselle.

Irish women are plumping for fresh, light fragrances, even through the
winter months, choosing Calvin Klein Euphoria
(www.debenhams.com/webapp/wcs/stores/servlet/prod_10001_10001_123866900299_-1)
and Marc Jacobs Daisy
(www.debenhams.com/webapp/wcs/stores/servlet/prod_10001_10001_117938900099_-1).

Research from the retailer also showed that:

Northern women are very loyal to perfume (www.debenhams.com/beauty)
brands and invest in big bottles that last months.

Southern women are much more likely to buy several small bottles of
fragrance that they interchange on a regular basis.

Northern women spritz the most - topping up their perfume in the morning,
lunchtime and often twice in the evening.

Southern women are more likely to go fragrance free during the day,
keeping a bottle in their handbags or office draw ready for a night out.

Northern women wouldn't even consider borrowing their man's scent - less
than 5 per cent have done so.

Southern women are frequent offenders and borrow their partner's
aftershave (www.debenhams.com/beauty/fragrance) on average once a
fortnight.

Ruth Attridge, spokesperson for Debenhams commented: "We see the same
trends in fragrance as we do in fashion. Just as northern women snap up our
party dresses and highest heels, they also love the most feminine sweet
scents.

"In the south however, it's distinctive, often masculine fragrances that
are teamed with a more edgy style.

"As perfume buying reaches its peak in the run-up to Christmas, we have
altered our stock patterns to make sure that whether you are after a fruity
fragrance in Folkestone or a woody whiff in Wigan, there is a scent to suit
under the tree."

Debenhams sales figures also reveal that in contrast, there is hardly any
regional variance in terms of male fragrance. 1 Million, Bleu de Chanel and
Jean Paul Gaultier Le Male are the consistent bestsellers throughout Britain.

Attridge added: "As long as they smell good, British men are quite happy
to buy a brand they recognise and like without worrying about the messages
their scent portrays."

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About Debenhams:

Debenhams is a leading department stores group, and has a strong
presence in key product categories including children's wear, women's
fashion, with day dresses, shoes, bikinis, jeans, men's clothing, home ware,
make-up, health and beauty, accessories, perfume and lingerie with dd+ bras
and matching bra and underwear sets.

    PR Contact:

    Ruth Attridge
    PR Manager - Menswear, Beauty, International & Retail Services
    Debenhams
    33 Wigmore Street
    London
    W1U 1QX
    +44(0)207-529-0172
    www.debenhams.com

PR Contact: Ruth Attridge, PR Manager - Menswear, Beauty, International & Retail Services, Debenhams, 33 Wigmore Street, London, W1U 1QX, +44(0)207-529-0172