British Fragrance brand Molton Brown surprised travelling shoppers in Heathrow Airport Terminal 4 today, with a surprise performance inspired by the ‘Roaring Twenties.’

The dynamic showcase was part of Molton Brown’s ‘Bright Young Things’ holiday campaign which launched on 16 October. The campaign pays homage to the festive and Bohemian spirit popularised by the ‘Bright Young Things’ in 1920s London.

It was launched to highlight the brand’s Christmas collection, travel-retail exclusive sets, and its new limited-edition fragrance ‘Bizarre Brandy.’

In addition to the performance, Molton Brown also gave away ‘bounce back cards’ which allowed travelling shoppers to receive complimentary fragrance consultations and exclusive gifts with purchase. As an added flourish, customers could also personalise their Molton Brown purchases with art deco-inspired tassels and gift tags.

“The Bright Young Things represent the spirit of Bohemian and hedonistic fun which will help Molton Brown bring the festive season to life for travellers and provide a unique, exclusive and exciting gifting offer” – Molton Brown Associate Director Rosie Cook

The campaign – and the accompanying performance – was launched to highlight Molton Brown’s travel retail-exclusive gift sets. These are the Stocking Fillers Collection, Coastal Cypress & Sea Fennel Fragrance Collection, Mesmerising Oudh Accord & Gold Hand Collection, and Aromatic & Citrus Christmas Cracker.

The ‘Roaring Twenties’ inspired sets are now available in Molton Brown’s travel retail counters worldwide.

The Stocking Fillers Collection – Molton Brown’s most popular discovery set – has returned this year with the addition of the Orange & Bergamot and the Re-Charge Black Pepper fragrances. Meanwhile, the travel friendly Coastal Cypress & Sea Fennel Fragrance Collection set is made up of a 50 ml Eau de toilette, a bath and shower gel (50 ml), and body lotion (50 ml).

The Mesmerising Oudh Accord & Gold Hand Collection features an indulgent hand lotion enhanced with 24 carat gold flakes; while the Aromatic & Citrus Christmas Cracker is made up of bath and shower gel and body lotion (50 ml) sets in the Coastal Cypress & Sea Fennel and Vetiver and Grapefruit scents.

Molton Brown has also launched a new limited-edition scent called ‘Bizarre Brandy.’ The new scent has been described as a “scandalous, extravagant, and thrilling fragrance” and takes inspiration from the ‘Sidecar’ cocktail, which was a known favourite among the Bright Young Things.

The limited-edition fragrance was created by Senior Perfumer Karine Dubreuil Sereni who said that the scent was inspired by a ‘riotous christmas party.’ She said: “A christmas party – the atmosphere is heady with aged brandy and celebration; festive melodies punctuate the joyful air. Bizarre Brandy is reminiscent of such rich tonalities.

“Cedarwood evokes the scent of polished woods dancing with the seasonal spirit of ginger, cinnamon and cardamom, while incense divulges the smoky tones of secret alcoves that tempt festive revellers to linger.”

According to Molton Brown Associate Director Rosie Cook, the Bright Young Things campaign and activation was a great way to elevate the gifting experience for the holiday season. She said: “This is a time of year for celebration and what better way to do so than by invoking the spirit of some of the most famous – and quintessentially British – party-goers of all time.”

Cook added, “The Bright Young Things represent the spirit of Bohemian and hedonistic fun which will help Molton Brown bring the festive season to life for travellers and provide a unique, exclusive and exciting gifting offer.”

Original source - The Moodie Davitt Report

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