Molton Brown introduces new trendy marine olfactive

The growth of the marine olfactive territory has been evident in the fragrance category. With this in mind, 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.

The lead ingredient has been sourced from Cape York, Australia – a remote, largely unexplored and unspoilt peninsula. The indigenous cypress oil known as ‘blue gold’ is the world’s only naturally blue essential oil distilled from a tree; then unconventionally mingled with the salty breeze aromas of sea fennel, grown wild on the shoreline. 

Carla Chabert, the master perfumer who created the new collection, describes Coastal Cypress & Sea Fennel as “classical marine notes with cold spices interpret the colour blue; Australian sea fennel meets the land with intriguing, salt-sprayed cypress, finished with waves of aromatic cardamom and jasmine.”

“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,” comments Tim Pluess Associate Director, Export Sales Molton Brown.

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.  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.