Molton Brown has unveiled a new Contentainment collaboration, in partnership with Avolta, at London Heathrow Terminal 3. The activation, which is running from 3rd to 30th April, showcases the new Bluebell & Wild Strawberry fragrance – the latest addition to the company’s pioneering Artists of Note series, which invites artists to express their interpretation of selected fragrances through different art mediums.
The Contentainment partnership follows on from the high-profile advertising wall launch campaign for the Bluebell & Wild Strawberry fragrance in Heathrow T2, T3, T4 and T5, which went live in March and will run until the end of April.
In a separate initiative, throughout the month of April there will also be Bluebell & Wild Strawberry Must Have Tables in Heathrow T2 and T5, and in Stansted Airport, which will spotlight both the new fragrance launch and various spring gifting collections.
Cultivating shopping engagement
The T3 pop-up space is dressed to match the spring-themed scent’s eye-catching colour-scheme of blue, purple and green. The impactful design spotlights key visuals of the fragrance, and the collaboration with emerging London-based shoe designer Ancuta Sarca, the latest creative to imagine a Molton Brown fragrance through their unique medium.
Notable elements include beautiful 3D bluebell flower displays, and a large shoe plinth shelf with testers, inspired by the deadstock velvet-and-leather mules created by Sarca to capture the energy, colour and contrasts of spring and the new fragrance.
The Contentainment site features the full Bluebell & Wild Strawberry product portfolio, comprising a 100ml Eau de Parfum, a 300ml Bath & Shower Gel, a 300ml Body Lotion, and assorted springtime gift sets.
To drive penetration and conversion, Molton Brown has created two special GWP offers. Travellers who spend £120 receive a complimentary travel-friendly 7.5ml EDP; those who spend £150 receive the 7.5ml EDP and a beautiful limited-edition tote bag.
To further elevate the shopping experience, on certain peak travel days (11th, 12th, 18th and 19th April) shoppers can have their EDP fragrance bottle customised with bespoke decorations created by the on-site calligrapher.
“Our first Contentainment collaboration, which took place in Gatwick South last year, was very successful, so I am thrilled to once again be partnering with World Duty Free to support the launch of our new Bluebell & Wild Strawberry fragrance,” commented Molton Brown Associate Director Global Travel Retail Rosie Colleypriest.
“This colourful pop-up perfectly demonstrates our commitment to creating memorable and luxurious experiences for our travelling consumers. This activation has been designed to capture the artistry and essence of this very special new scent, and invites shoppers to experience the beauty of springtime through exclusive gifts and personalised touches.”
