Molton Brown is marking Chinese New Year and the reawakening of travel with the release of its Lily & Magnolia Blossom Collection in travel retail.
The fragrance’s blend of pear with the overarching note of lily creates a succulent and vibrant scent which carries with it the sense of renewal. This captures the essence of the Lunar New Year celebration and the uplifting feeling brought on by the arrival of the Year of the Tiger.
The fragrance also reflects the British heritage which is at the very core of Molton Brown and all its collections. In Cornwall, on England’s South Coast, the Lily of the Valley blooms mark the end of winter’s darkness and the advent of spring; so, the Lily & Magnolia Blossom collection offers an internationally appealing fragrance with a deeply British heart.
The Lily & Magnolia Blossom Collection in travel retail offers four SKUs: An Eau de Parfum, an Eau de Toilette, a Body Lotion and a Bath & Shower Gel.
The fragrance itself features an olfactory signature of pear, with top notes of delicate magnolia, white tea and green mandarin. These are enhanced by a heart of dewy lily of the valley, with peony and freesia, complemented by base notes of warm sandalwood, white musk and ylang-ylang.
While international travel from China remains reduced, the Lily & Magnolia Blossom collection appeals to Chinese shoppers around the world. The collection has already performed extremely well on TMall Global within China, showcasing Molton Brown’s ability to provide iconic fragrances which appeal to shoppers around the world and underlining the brand’s standing as British Makers of Fragrance, crafted with care.
Rosie Cook, Molton Brown Associate Director Global Travel Retail, says: “The arrival of Chinese New Year brings a sense of celebration and optimism that travel retail and travelling shoppers need now more than ever.
“The feeling of rejuvenation and hope brought on by the blend of lily, magnolia and pear within this fragrance speaks to the rebirth and rebuilding which we are all hoping to see emerge from the green shoots of recovery which are currently appearing around the world.”
For 2022, Molton Brown’s Chinese New Year engagement in travel retail will be focused on travelling shoppers in the UK, with celebratory artwork at Heathrow Terminal 5 to attract and engage returning customers.