British fragrance house Molton Brown will celebrate the festive spirit of the Bright Young Things this Christmas as it celebrates the Roaring Twenties.
In 1920s London, the Bright Young Things shocked and disrupted the social norms with their partying lifestyle of jazz and cocktails. This festive season, Molton Brown wants to bring a disruptive element to their festive celebrations, bringing to life the extravagance of this free-spirited group with a dedicated campaign that went live on travel retail counters on 16th October.
Rosie Cook, Molton Brown Associate Director Travel Retail says: “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.
“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.”
Drawing its inspiration from the glamour of the Roaring Twenties, Molton Brown will unveil opulent new gift sets and activations exclusively for travel retail, as well as a thrilling new limited edition fragrance collection, Bizarre Brandy.
The new travel retail exclusive gift sets include:
• Stocking fillers Collection, the brand’s most popular discovery set returning this year with a new mixture of iconic Molton Brown fragrances, including Orange & Bergamot and Re-charge Black Pepper
• Coastal Cypress & Sea Fennel Fragrance Collection, capitalising on the success of this fragrance, travel retail will have a unique collection including a 50ml EDT, a 100ml bath and shower gel and body lotion, all in an ideal travel friendly format
• Mesmerising Oudh Accord & Gold Hand Collection, including the fine liquid hand wash that contains real 24 carat gold flakes and the hand lotion
• Aromatic & Citrus Christmas Cracker, with Coastal Cypress & Sea Fennel 50ml bath and shower gel and body lotion, as well as Vetiver & Grapefruit 50ml bath and shower gel and body lotion
On travel retail counters, these exclusive gift sets will complement Molton Brown’s wider range of pre-made gift sets and crackers, all beautifully wrapped in luxurious packaging that will undoubtly stand out on shelf thanks to their Roaring Twenties’ look and feel.
As for the Limited Edition Bizarre Brandy, this is a brand new scandalous, extravagant and thrilling fragrance inspired by the Bright Young Things’ cocktail of choice, the Sidecar, which was blended with the finest aged brandy. The scent brings to life the smoky haze of hushed secrets and decadent pleasures, set to a soundtrack of riotous jazz and festive frivolity.
Senior Perfumer Karine Dubreuil Sereni says: “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.”
The new collection will be available in travel retail as an eau de toilette, bath & shower gel, and body lotion while the refined, spirited and effervescent limited edition Vintage with Elderflower fragrance will return with the addition of a brand new EDT.
And in order to support the new launches and further bring to life the campaign, the brand has planned some travel retail-exclusive activations at select counters such as London Heathrow Terminal 5, where 1920’s dancers will invoke the spirit of the decade by dancing and interacting with passengers.
In the meantime, Molton Brown staff will be giving away bounceback cards which will drive shopper footfall and sales conversion rates by providing customers with a complimentary personal fragrance consultation and a travel bag when they make an eligible purchase. Heathrow Terminal 5 will also showcase Molton Brown’s Christmas lines even further through an out of home space live from 4th November for two weeks, which will feature two double-sided digital panels.
Finally to complete the gifting experience, 1920’s art deco inspired gift tags and tassles will be available on travel retail counters as well as in standalone stores in order to elevate Molton Brown’s gifting offer and push gifting through personalisation during the festive season.
Copyright The Duty Free Hunter 2019