Molton Brown’s new coastal collection sets sail in TR

Read article : Molton Brown’s new coastal collection sets sail in TR

Cognisant of the fact that there has been an increased demand for marine olfactive scents, London fragrance expert Molton Brown has launched a new Coastal Cypress & Sea Fennel Collection.

The range which includes an EDT, Bath & Shower Gel and Deodorant, ‘embodies boundless exploration into the uncharted, and echoes Molton Brown’s own pioneering spirit’, says the brand.

The key ingredient, cypress oil, known as ‘blue gold’ – said to be the world’s only naturally blue essential oil distilled from a tree – has been sourced from Cape York, Australia.

Carla Chabert, the master perfumer who created the new collection, describes Coastal Cypress & Sea Fennel as a combination of ‘classical marine notes with cold spices’, which interpret the colour blue.

SEA FENNEL AND SALT-SPRAYED CYPRESS

“Australian sea fennel meets the land with intriguing, salt-sprayed cypress, finished with waves of aromatic cardamom and jasmine,” says Molton Brown.

Tim Pluess Associate Director, Export Sales Molton Brown, adds: “We have experienced very positive momentum for our EDTs since the beginning of the year, despite no newness. These results therefore bode extremely well for the launch of this new collection, which will most certainly add to the momentum.”

As part of its omni-channel strategy, Molton Brown is focused on introducing new ways to offer its customers a luxurious experience in its travel retail locations, emulating the standards of its stand-alone stores.

ELEVATING EXPERIENCE

For this new collection, Molton Brown will be offering a unique and unexpected multi-sensorial experience for travel retail customers to ‘discover the wonders of Coastal Cypress & Sea Fennel’.

“It is an elevated version of our traditional hand and arm massage, with all senses being engaged, to immerse our customers in the story behind the collection,” explains Pluess.

“We will also be looking at raising customer awareness of Molton Brown in travel retail by engaging with travel bloggers, inviting them to discover the collection the next time they travel through one of the airports where we are present.

“Our objective is to reach and align with potential customers in advance, so that we become part of their pre-planned journey. We want them to be looking for us on arrival at the airport instead of discovering our counter by chance while browsing in the shops,” adds Pluess.

Good enough to eat: Molton Brown cleans up with new range - The Moodie Davitt Report

Read article : Good enough to eat: Molton Brown cleans up with new range - The Moodie Davitt Report

British brand Molton Brown is poised to release two new limited-edition blends from its gourmand fragrance line into selected travel retail locations.

Exquisite Vanilla & Violet Flower, available as a bath & shower gel, a body lotion and a single wick candle; and Comice Pear & Wild Honey, available in hand wash, hand lotion and hand cream, will be on-counter from 1 March.

The Molton Brown gourmand fragrance line began three years ago with Rhubarb & Rose and proved such a success that the decision was made to expand the range.

Molton Brown Gourmand Collections will feature coloured metallic caps and grosgrain ribbons" width="600" height="600" />

For a limited time the Molton Brown Gourmand Collections will feature coloured metallic caps and grosgrain ribbons

Molton Brown is also introducing a collection of pre-made exclusive gift sets for the travel retail market:

Gourmand Gift Set – which includes Rhubarb & Rose Bath and Shower Gel; Comice Pear & Wild Honey Hand Wash; Exquisite Vanilla & Violet Flower Bath and Shower Gel.

Comice Pear & Wild Honey Hand Gift Set – made up of Comice Pear & Wild Honey Fine Liquid Hand Wash; Hand Lotion; Hand Cream.

Molton Brown Gourmand Collections will be decorated with coloured metallic caps and a grosgrain knot" width="600" height="600" />

Exquisite Vanilla & Violet Body Gift Set – comprising Exquisite Vanilla & Violet Bath and Shower Gel; Body Lotion and a single wick Candle.

The two new fragrances were created by Master Perfumer Christian Plesch using seasonal ingredients sourced from the English countryside. Exquisite Vanilla & Violet Flower is described as a powdery fragrance containing notes of fresh violet leaf, freesia, orris and rose over a base of vanilla, tonka and musk. Comice Pear & Wild Honey combines crunchy green pear tree leaves, bergamot, gardenia and lily of the valley with the gourmand element of honey, caramel and biscuit.

Executive Pastry Chef Sarah Barber created three patisseries to feature in the new fragrances campaign" width="600" height="458" />

Executive Pastry Chef Sarah Barber created three patisseries to feature in the new fragrances campaign

Molton Brown attended the TFWA World Exhibition in Cannes for the first time last year as part of its plans to expand within the international travel retail market. Associate Director Export Sales Molton Brown Tim Pluess noted: “We are very happy with the outcome of Cannes since it enabled us to strengthen our relations with our existing partners, while discussing opportunities with potential ones.

“We met with over 80 key industry figures which included some of our top retail and airline targets, with all the follow-up meetings looking very promising for the future.”