Molton Brown has launched a marine-inspired fragrance collection, Coastal Cypress & Sea Fennel, into global travel retail.
The collection, created by Carla Chabert, comprises an eau de toilette, bath & shower gel and deodorant. Cypress oil, the lead ingredient, was sourced from Cape York, Australia and is said to be the world’s only naturally blue essential oil distilled from a tree. It is mixed with sea fennel, which is grown wild on the shoreline.
Molton Brown Associate Director Export Sales Tim Pluess said:
“We have experienced very positive momentum for our EDTs since the beginning of the year, despite no newness. These results therefore bode extremely well for the launch of this new collection, which will most certainly add to the momentum.”
“Boundless exploration into the unchartered”: The new scent will be promoted via an ‘unexpected’ sensorial experience
As part of its omni-channel strategy, Molton Brown said it is focused on introducing new ways to offer its customers a luxurious experience in its travel retail locations. For the new collection, Molton Brown will be offering travel retail customers an ‘unexpected’ multi-sensorial experience to discover Coastal Cypress & Sea Fennel.
Pluess explained:
“It is an elevated version of our traditional hand and arm massage, with all senses being engaged, to immerse our customers in the story behind the collection.
“We will also be looking at raising customer awareness of Molton Brown in travel retail by engaging with travel bloggers, inviting them to discover the collection the next time they travel through one of the airports where we are present. Our objective is to reach and align with potential customers in advance, so that we become part of their pre-planned journey. We want them to be looking for us on arrival at the airport instead of discovering our counter by chance while browsing in the shops.”
