Here’s a polished English translation of the Chinese title: **”Four New PERFUME BOX Stores, Each with Its Own Charm: Eton Group Explores a New Paradigm for Fragrance Retail”**

ShanghaiMay 28, 2026 /PRNewswire/ — Recently, PERFUME BOX, a one-stop fragrance retail and experience space under Yingtong Group, has successively opened in core commercial complexes across multiple cities in China, accelerating its offline expansion. Following the debut of the Shenzhen Haiya Blossom City store in April, stores in Chengdu Taikoo Li, Shanghai Panlong New World, and Beijing China World Mall have grandly opened, expanding the brand’s total national store count to 12.

With a deep understanding of the “content-driven, scenario-based, and emotional” upgrade and iteration patterns of China’s fragrance offline retail market, as well as evolving consumer demands, Yingtong precisely grasps industry transformation trends. Leveraging its long-accumulated global brand resources, mature omni-channel operational capabilities, and forward-thinking localization strategies, it innovatively implements a differentiated operational concept of “one store, one theme; one city, one charm.” By continuously creating localized differentiated scenarios, immersive interactive experiences, and a win-win brand co-creation model, it reshapes the new paradigm of China’s fragrance retail, showcasing the group’s core competitiveness and industry leadership.

Deepening Local Culture: One Store, One Scene to Create Differentiated Fragrance Scenarios

Shifts in market consumption trends are driving a transformation in the role of offline fragrance retail. Consumers’ demands for offline retail are no longer limited to shopping itself but increasingly seek immersive experiences with cultural depth, emotional value, and unique memory points. The ability to achieve scenario differentiation and content specialization has become a core competitive factor in offline fragrance retail.

PERFUME BOX’s latest wave of store openings aligns precisely with this direction. Given the significant differences in customer aesthetics, consumption preferences, and lifestyles across cities, replicating a uniform store design and narrative style fails to meet local users’ genuine needs or foster effective empathy. Based on this core logic, the stores do not adopt a standardized template. Instead, they tailor exclusive store themes and spatial styles—”one store, one strategy”—based on the cultural temperament, commercial district characteristics, and consumption scenarios of each city. By constructing differentiated fragrance narratives, they precisely address the industry’s homogenization pain points, allowing consumers to perceive scents in familiar urban settings, achieving a deep resonance between fragrance culture and city life, and continuously solidifying PERFUME BOX’s differentiated core advantage in the scenario-based fragrance retail track.

The four new stores each have distinct characteristics and rich charm: The Shenzhen Haiya Blossom City store, themed “Muse Fragrance Box,” responds to urban inspiration and gifting concepts, creating a refined and healing fragrance consumption space; the Chengdu Taikoo Li store, themed “Leisurely Fragrance Pavilion,” translates the relaxed daily life of Shu, interpreting the leisurely fragrance of Chengdu; the Beijing China World Mall store, themed “Fragrance Sihe,” embodies the enclosure and inclusiveness of Siheyuan and “Chang’er” culture, creating a fragrance space with both grandeur and warmth; and the Shanghai Panlong New World store, themed “Waterfront Fragrance Box,” unfolds contemporary Jiangnan water town aesthetics, crafting a scented garden that can be explored, smelled, and lingered in among oil-paper umbrellas, bluestone slabs, and Taihu stones.

Innovating Immersive Experiences: Multi-Dimensional Interactions to Enhance the Consumer Experience Journey

As fragrance consumption becomes more widespread, the barrier to entry for the public continues to lower. The simple static display and scent-testing model can no longer meet the needs of the new generation of consumers. Current users prefer interactive, participatory, and shareable experiential consumption. Immersive and diverse fun experiences have become key drivers for offline stores to enhance user stickiness and strengthen brand memory.

Based on this consumption trend, PERFUME BOX, with “cultural grounding and experience empowerment” at its core, has implemented diverse and engaging interactive experiences around the themes of the four new stores. This further transforms urban culture into a perceptible consumption path, deepening consumers’ dual memory of the brand and the fragrance. For instance, the Chengdu Taikoo Li and Beijing China World Mall stores offer customized city story illustration postcards for featured fragrances, combined with stamping and rubbing interactions, extending the scent-testing process into a memorable urban keepsake. The Chengdu, Beijing, and Shanghai stores have introduced a customized tea service, extending the experience from olfactory to gustatory enjoyment, effectively increasing customer dwell time and strengthening scenario-based fragrance perception.

Simultaneously, each store tailors its brand matrix and experience installations to match the city’s character: The Shenzhen Haiya Blossom City store features a “Scented World Tour” theme, matching each featured fragrance with illustrations of corresponding countries and cities, along with a “Squeeze and Sniff” interactive scent bottle installation, playfully unlocking global fragrance charm; the Chengdu Taikoo Li store brings together high-end niche fragrance brands such as Parfums de Marly, XERJOFF, CARON, ATKINSONS, MEMO PARIS, and Van Cleef & Arpels, integrating local lifestyle imagery like flowers, tea, and wine to connect international fragrances with local life emotions, achieving the localization of international fragrances.

Strengthening Brand Collaboration: Symbiosis and Win-Win to Unlock New Retail Patterns

As competition in the fragrance new retail industry intensifies and the single-store sales model shows sluggish growth, the two-way empowerment and symbiotic co-creation between brands and channels have become key to breaking through growth bottlenecks and achieving long-term development. Based on this insight, beyond the innovation and upgrade of spatial experiences, another thread in PERFUME BOX’s current expansion is exploring new forms of collaboration between stores and brands—using store co-creation as a core entry point to build a new cooperative ecosystem of mutual empowerment and win-win benefits between brands and channels.

The previously opened Shenzhen Haiya Blossom City store has already pioneered a themed zone collaboration with MCM. At the entrance, the MCM Bear fragrance installation leaps out of a PERFUME BOX gift box, cleverly echoing the theme “Fragrance is a Gift.” This enhances the store’s visual recognition in the commercial district, attracts foot traffic, and achieves efficient offline exposure, word-of-mouth promotion, and sales conversion for the partner brand.

The Shanghai Panlong New World store has partnered with the renowned Spanish brand TOUS for its first themed store collaboration. As its offline debut, the themed store features giant photo-worthy installations both inside and out, and introduces a fun “Fragrance Claw Machine” interactive scene based on the brand’s characteristics. This combines brand culture display with youthful social experiences, further transforming it into shareable social content, allowing consumers to build a lighter connection with the brand through enjoyable experiences.

This model represents a new attempt by PERFUME BOX to explore brand win-win scenarios. In the future, it plans to invite a fragrance brand each season to jointly launch special exhibitions around a collaborative theme, continuously creating novelty for the stores while providing emerging and high-potential brands with a complete one-stop solution for offline display, experience, promotion, and conversion.

As a self-developed fragrance retail “terminal” under Yingtong Group, PERFUME BOX connects deeply on one end with the group’s global brand resources and omni-channel operational capabilities, and on the other end with the emotional, scenario, and social needs of China’s new generation of consumers. Through differentiated scenario creation, immersive experience innovation, and regular brand co-creation, Yingtong further transforms international fragrance brands into life aesthetics scenes that Chinese consumers can perceive, understand, incorporate into daily life, and share. It also provides partner brands with a complete offline touchpoint from display and experience to promotion and conversion.

The multi-city rollout of PERFUME BOX stores is both a strategic move by Yingtong Group to deepen its presence in scenario-based fragrance retail and a precise response to new consumption trends in the industry. In the future, PERFUME BOX will continue to start from the “scent economy,” using urban culture as a backdrop to build a narrative bridge for “life aesthetics,” with fragrance as the medium and experience as the fulcrum. Addressing the “health management” needs centered on emotional healing, it will persistently explore new possibilities for China’s fragrance new retail.