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Molton Brown treats travellers as new Eaux de Parfum collection debuts in airport stores

Molton Brown treats travellers as new Eaux de Parfum collection debuts in airport stores

London luxury fragrance brand, Molton Brown is rolling out a travel retail exclusive offer to celebrate the launch of its new Eaux de Parfum and Eaux de Toilette Collection, bringing the brand’s total number of fragrances to 27.

The new collection, which will debut in duty-free stores, online and in standalone stores from late August, will be promoted using bespoke marbled ribbon creations from artist Lucy McGrath in the travel retail and duty free market.

McGrath, from London hand-marbling company Marmor Paperie, has created unique ribbon adornments to enhance Molton Brown’s customer experience on travel retail counters through a nice personalized touch.

The use of hand-marbling ties in with Molton Brown’s rebrand, which harks back to the brand’s heritage in London in the 1970s, with the marbling recalling the company’s first store in South Molton Street. The use of marbling is as well reminiscent of the iconic Eaux de Parfum packaging, which was designed by Vincent Villeger, with each Eau de Parfum cap having its own distinct colourful resin pattern capturing the individual character of each fragrance.

Shoppers in travel retail will be able to personalize their gifts with a selection of bespoke hand-marbled grosgrain ribbon in three different designs, which will elevate the customer experience on Molton Brown counters in airports. This offer will also be tailored to Asian travelers with the creation of a bespoke marbled grosgrain ribbon in red and gold to resonate with Chinese travelers during Golden week celebrations, which falls during the campaign.

Molton Brown Associate Director, Global Travel Retail, Rosie Cook said: “Here at Molton Brown we are very proud of our rich heritage as a fragrance house and a well-known gifting destination. This exclusive execution has been created to elevate our customers’ experience of our new fragrance collection offering something unique to travel retail shoppers in line with Molton Brown’s legacy that is all about individuality.”

This is in addition to several other initiatives that will further enhance the customer experience of the brand’s new Eaux de Parfum and Eaux de Toilette Collection. In addition to 1.5ml Eaux de Parfum and Eaux de Toilette samples, customers purchasing Eaux de Parfum will receive elevated gift wrap experience with unique marbled pouches within selected counters ranging Eaux de Parfum.

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