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ALDI LAUNCHES TONGUE-IN-CHEEK AD RIVALLING DESIGNER FRAGRANCE ADS 

11 June, 2026

BRITS GET MORE COMPLIMENTS WEARING BUDGET SCENTS THAN DESIGNER ONES, ALDI REVEALS AS IT LAUNCHES NEW FRAGRANCE AD 

Brits are ditching expensive designer fragrances in favour of affordable alternatives, according to new research by Aldi. 

Research found two thirds of Brits (67%) believe cheaper perfumes and aftershaves smell better than luxury originals, while more than half (57%) say they’ve received more compliments wearing affordable fragrances than designer scents. 

More than half of Brits (54%) have also considered swapping an expensive perfume or aftershave for a cheaper alternative.  

The study also found that perfume adverts continue to shape shoppers’ fragrance habits, with 32% saying they have bought a fragrance after seeing an advert before even smelling it in person.  

A third (32%) describe fragrance campaigns as “works of art”, while 27% say they actively encourage them to buy a new scent. 

Social media also proved influential with one in five Brits (21%) discovering fragrances through social channels and 19% admitting they have bought a scent because of content they’ve seen online. 

In response, Aldi released a tongue-in-cheek “Aldi Fragrance Advert”, inspired by classic designer perfume adverts, set in a typical Aldi setting and starring the easily distracted store colleague, “Dave”. 

For those shoppers looking to upgrade their fragrance collection without breaking the bank, Aldi is launching three NEW Lacura men’s fragrances in stores nationwide from 11^th June. 

The new Lacura Solar Drift, Lacura Classic Edge and Lacura Urban Dusk Eau de Parfums (£4.99, 50ml) offer premium scents at a fraction of the price compared to designer alternatives. But fragrance fanatics had better be quick as with all Specialbuys, once they’re gone, they’re gone!  

Julie Ashfield, Chief Commercial Officer, Aldi UK, said: “It’s official, we’re a nation of fragrance fans. Our research shows shoppers are becoming savvier and are increasingly turning to affordable options that still deliver on quality and scent. That’s why we’re excited to launch our latest range of fragrances, offering customers luxury without the premium price tag.” 

When it comes to scents, Brits aren’t just being swayed by social media and saving money, certain fragrance habits are still seriously offending noses nationwide, with Brits revealing strong opinions on scent “icks”. 

The nation’s biggest scent sins have been revealed to be wearing too much perfume or aftershave (37%), followed by someone smelling “like an air freshener” (37%) and using deodorant instead of showering after exercise (36%).  27% also felt wearing a scent that reminds you of an ex or family member was a top scent ick. Two in five Brits (40%) would consider refusing a second date because of someone’s perfume or aftershave 

Brits’ Top 10 Biggest Fragrance Icks: 

Wearing too much perfume/aftershave (37%)  

Someone smelling like an air freshener (37%)  

Using deodorant instead of showering after exercise (36%)  

Cologne that smells too chemical-heavy (34%)  

Wearing a scent that reminds you of an ex or family member (29%)  

Layering too many scents at once (28%)  

Mixing clashing scents such as perfume and strong deodorant (24%)  

Perfume that smells like food, such as vanilla or chocolate (24%)  

Reapplying fragrance excessively throughout the day (22%)  

Wearing an overhyped “TikTok made me buy it” perfume (19%)