The retailer will sponsor the GMTV annual fashion awards, which will be rebranded as 'Lorraine Kelly (LK) Today The Perfume Shop High Street Fashion Awards 2007' and takes place in two weeks.
The Perfume Shop head of marketing Julia Bolsom said: 'We felt this was a perfect brand match for us and the ideal platform to launch both our sponsorship and TV activity. Traditionally, The Perfume Shop has focused its marketing activity primarily on PR, but, given our continued growth over the past few years, we feel now is the time to take a step into other marketing arenas. We are proud to sponsor such a major event that supports the UK's fashion and beauty industries.'
The Perfume Shop in the UK's largest specialist fragrance retailer, with more than 150 high street stores across the UK.