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.