Marks & Spencer has launched a new Studio line of perfumes in the United Kingdom modeled after scents from Tom Ford and Jo Malone [1, 2, 3].
The move allows the retailer to capture a growing market of consumers seeking affordable alternatives to high-end luxury fragrances. By offering "dupes" of established designer scents, M&S targets shoppers who want prestige aromas without the premium price tag associated with luxury fashion houses [1, 2].
The new collection consists of four perfumes [3]. These fragrances are designed to mimic the olfactory profiles of luxury brands, specifically targeting the popular appeal of Jo Malone and Tom Ford [1, 2].
Retail pricing for the Studio range varies by report. Some sources list the fragrances at £22 each [1], while other reports state the price is £16 [3]. This range positions the products significantly lower than the original luxury inspirations, making the scents accessible to a broader demographic of UK shoppers.
The Studio line is available within M&S stores across the United Kingdom [1, 2]. The strategy follows a wider retail trend where mid-market brands create inspired-by collections to compete with the prestige beauty sector.
“M&S launched a new Studio line of perfumes that are modelled after scents from Tom Ford and Jo Malone”
The launch of the Studio line reflects a strategic shift toward 'masstige'—the intersection of mass-market accessibility and prestige branding. By explicitly modeling scents after industry giants like Tom Ford and Jo Malone, M&S is leveraging the existing brand equity of luxury houses to drive sales of its own private label, capitalizing on the consumer trend toward fragrance dupes.
