Molton Brown is extending its iconic Delicious Rhubarb & Rose collection to include an Eau de Parfum and Eau de Toilette for travel retail shoppers.
The new additions, which are also available in the domestic market, will bring excitement for customers by providing an expanded offer from a popular fragrance as they return to travel retail stores.
The move is in line with Molton Brown’s ongoing plan to drive engagement with returning customers by highlighting popular and iconic collections and scents which can delight existing customers, while also enthralling newcomers. The launch has been timed to coincide with both Mother’s Day and half term holidays in the UK which provide an opportunity both for travel and gift shopping, which is a key purchase driver within the market. To make the most of these opportunities Molton Brown has secured high-profile activation sites at leading UK airports including London Heathrow, London Gatwick, Manchester and Glasgow.
Vivacious and fizzy
Created by Senior Perfumer Vanessa Prudent, the new Delicious Rhubarb & Rose fragrances are inspired by both gastronomy and nature, with a floral and fruity scent that you can almost taste.
Like all Molton Brown fragrances, the collection is crafted in England and it celebrates the brand’s home and heritage by using two quintessentially British ingredients. The rhubarb leaf brings a crisp note, which blends with the elegant rose accord to deliver a sophisticated and quality fragrance for both the Eau de Parfum and Eau de Toilette.
In creating the fragrances, Vanessa was inspired by childhood memories of baking.
The Eau de Toilette is a medley of bright grapefruit and bitter yuzu, tumbling into a soft bouquet of rhubarb leaf and rose with a base of creamy vanilla, musk and spun sugar.
The Eau de Parfum features a signature note of juicy raspberry which brings out a joyful, sparkling nature entwined with freshly picked lychee, tender peony and a spicy kick of pink pepper at its heart. It draws to a close with a rich, cedarwood-musk trail.
Delivering newness
Rosie Cook, Molton Brown Associate Director Global Travel Retail says: “We are delighted to be seeing travellers return as vaccine rollouts and easing travel restrictions breathe life into travel and travel retail stores once more.
“We know that many of our customers want to treat themselves with something special, but also something they know they can rely on and will deliver the enjoyment they seek. Our championing of iconic fragrances will help to engage new shoppers, while also ensuring our existing customers can find something they love.
“The award-winning Delicious Rhubarb & Rose celebrates Molton Brown’s English roots and has been an incredibly popular part of our offer since its release. We are delighted to deliver newness for retail partners and shoppers by extending this range to include a beautiful Eau de Parfum and Eau de Toilette.”
