Molton
Brown, London’s fragrance experts, is launching an exciting new fragrance collection
into the P&C market, in the lead up to Mother’s Day on 31 March. Suede
Orris will debut in travel retail stores in the UK on 6 March; on the same day
as in the wider market but with a travel retail exclusive twist – a luxury
illustrated gift box.
The new
scent enables Molton Brown to tap into a new fragrance territory, as the brand
moves to widen its range of luxury scents and reinforce its fragrance
credentials. Created by perfumery’s rising star Jérôme Di Marino, the tag line
for this new floral and powdery launch is “Soft Rules” alluding to both the
softness of the fragrance and the total creative freedom the perfumer enjoyed
to craft this fragrance.
“This
fragrance came from my private collection, which is the key to enjoying
unfiltered creativity. Upon discovering this, Molton Brown really embraced the
lack of rules which led to a modern interpretation of the noble, Florentine
precious perfumery gesture of orris-scented gloves. Rich, pure orris absolute
is wrapped as a soft, smooth suede caress for a quietly confident scent.”
Jérôme Di Marino, Perfumer
The Suede
Orris travel retail campaign will run in airports, including Dufry World Duty
Free stores such as Heathrow, Gatwick, Stansted, Manchester, Edinburgh and
Glasgow, as well as in Lagardère stores such as Luton and London City airports.
The TR
exclusive gift box created for this occasion features suede swirls and iris
flowers illustrations, reflecting the Suede Orris fragrance composition and the
perfumer’s inspiration.
The
elevated gift box – offered to TR customers for the purchase of Suede Orris
products including an EDT, a bath & shower gel, a body lotion and a hair
mist – will be available as part of a two-month travel retail campaign which
will run until 5 May (subject to stock availability).
Other
elements of the launch campaign for Suede Orris include printed labels inspired
by the fragrance that can be applied to gift sets and bespoke gift boxes to
bring a touch of personalisation to the gifting offer. Our customers can
choose from ‘Happy Mother's Day’ or ‘With Love’ to tailor their gift sets. A
calligraphy event is also planned for London Heathrow T5 to elevate our
customer experience during the campaign and bring further options of personalisation
to the gifting offer in the run up to Mother’s Day.
In order
to offer a unique sensorial experience and to finish Molton Brown’s traditional
hand & arm massages, some TR counters will offer tattoos fragrant with
Suede Orris EDT as an innovative way to experience the scent on their skin. These
will be available at World Duty Free stores in London Heathrow T4 and T5,
Gatwick North and South, Glasgow, Manchester, Newcastle, Birmingham and
Aberdeen airports.
Rosie
Cook, Senior Manager Global Travel Retail at Molton Brown, said: “Suede Orris
is a stunning new luxury scent which opens up a new segment of customers for
Molton Brown. Powdery fragrances are extremely on trend right now and its
really exciting to introduce such an exciting fragrance within this growing
category.”
“We’re
delighted to support this new launch with travel retail exclusive activations
such as the personalised luxury gift box. Mothers Day falls in the centre of
this exciting campaign and this is the perfect range to offer our customers
looking for that special gift or a treat for themselves of course!”
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