The Perfume Shop has this week begun its first sponsorship campaign with US show Make Me A Supermodel.

The sponsorship includes branded idents either side of the four ad breaks in the show, which airs on TV channel Living. The AS Watson-owned retailer has created nine different idents themed around a catwalk.

The campaign stars a model walking up a catwalk, supported by two further models who are staff members from The Perfume Shop’s stores in Bluewater and Bangor in Northern Ireland.

In autumn, The Perfume Shop will open two new-format stores, which chief operating officer Jo Walker said will be an evolution for the brand and “give our customers an environment they can enjoy”.