Molton Brown has introduced a series of high-impact Must Have Tables in key travel retail doors, in partnership with Avolta-owned World Duty Free, as part of its Summer 2025 campaign to support its best-selling Mesmerising Oudh Accord & Gold fragrance.
Timed to coincide with the peak summer travelling season, the eye-catching Must Have Sites are live at London Heathrow T2 and T5, and at London Stansted, from 5 August until 3 September.
The full Mesmerising Oudh Accord & Gold collection includes Eau de Parfum, Bath & Shower Gel, Body Lotion, Fine Liquid Hand Wash, Hand Lotion, Candles, Aroma Reeds and Aroma Reed Refills. A curated selection is being highlighted on the Must Have Table installations, which feature a QR code customers can scan to discover more about this classic collection. The information will be available in English, French and German.
To further elevate the shopping experience, travellers who spend £120 will receive a 7.5ml Travel Eau de Parfum GWP.
Enhancing brand storytelling through Artists of Note
First introduced in 2015, Mesmerising Oudh Accord & Gold was Molton Brown’s most successful fragrance in 2024. Composed by Senior Perfumer Sylvie Fischer, its winning formula takes wearers seamlessly from day to night, thanks to its signature note of olibanum resin.
“Olibanum is a beautiful fusion of sweet, woody accords with a resinous intense aspect,” Fischer explained. “It’s made up of two different components: a resin and an oil. The oil adds brighter, enlivening top notes, while the resin at the heart and base leave a more intense and sensual trail.”
Mesmerising Oudh Accord & Gold is the latest addition to Molton Brown’s pioneering Artists of Note series, which invites creatives to reimagine the brand’s fragrances through their unique mediums, to express the sensorial power of scent.
For Mesmerising Oudh Accord & Gold, Molton Brown chose London-based multi-disciplinary artist, Karimah Hassan. Her distinctive ‘paint out loud’ approach sees her express the scent in a painting and poem called ‘The Golden Bridge’. This natural meeting of perfumery and artistry is a true reflection of Molton Brown’s dedication to craftmanship and the emotional connection we forge with scent.
Drawing from her rich Welsh, Yemeni and Bangladeshi background, along with her strong identity as a Londoner, Hassan creates large scale paintings and installations alive with legacy, memory and heritage. Collaborating with the likes of the Barbican and Burberry, and with exhibitions in Selfridges and The Rosewood, she’s inspired by the fresh, raw energy of the city and its wave of painters, writers, designers and musicians moving as one.
With ‘The Golden Bridge’, Hassan uses her multi-faceted practice to depict the ‘alchemy of turning scent into ceremony’. “I strive for radiance through my painting and poetry,” Hassan noted. “I work with layers of colour, of story, of emotion.” Of the fragrance, she declared: “It makes me feel like a goddess – like I’m charging forward on a chariot.”
Much like how the scent unfurls note by note, Hassan’s artwork demands a second look to uncover its hidden intricacies. Captured in a diptych – one single composition across two connected portraits – the expressive layers of golds, rich ambers and burnt reds perfectly merge with unexpected textures to display a heady, dreamlike oasis.
“As one of our enduring best-sellers, Mesmerising Oudh Accord & Gold is a key priority for us in the travel retail channel, and we have a number of exciting initiatives planned for this strategic focus,” commented Key Account Manager Global Travel Retail Rohanne Collis. “This summer’s Must Have Tables offer a strong platform to build on this fragrance’s momentum, while also celebrating its latest evolution as part of our Artists of Note series.”
