Aldi has confirmed a huge new change that arrived in UK stores yesterday (June 11). The German supermarket chain has launched new fragrances after research found that more and more Brits are switching to cheaper perfumes and aftershaves.

According to Aldi, two-thirds of people believe cheaper fragrances smell better than luxury originals, with more 57% saying they’ve received more compliments wearing affordable options than designer ones. In response, the supermarket chain has launched three new Lacura men’s fragrances.

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.”

Shoppers can get their hands on the new Lacura Solar Drift, Lacura Classic Edge and Lacura Urban Dusk Eau de Parfums at just £4.99 for a 50ml bottle.

Their research also found that 32% of people bought a fragrance after seeing an advert, even before smelling it in person, describing fragrance campaigns as “works of art”, while 27% say fragrance encourages them to buy a new scent.

With that, Aldi also released a tongue-in-cheek Fragrance Advert inspired by designer perfume ads, but set in an Aldi store with a typical store colleague, “Dave”.

The supermarket branded the fragrances as “premium scents at a fraction of the price” of designer alternatives.

However, customers interested in getting their hands on one of the cheaper perfumes have to be quick, as Aldi warns, “once they’re gone, they’re gone”