A key location is London Heathrow Airport, where the launch is being supported throughout March and April with a high-profile advertising wall campaign across all four terminals.

Molton Brown has introduced its new Bluebell & Wild Strawberry fragrance – the latest addition to its pioneering Artists of Note series – into the travel retail channel.

The fragrance combines notes of wild strawberry, warm amber and soft driftwood, intertwined around a bluebell heart, atop a signature earthy violet leaf accord.

The fragrance aims to evoke the ephemeral peak of spring, when the shoots are new, there’s dew in the air – and in the forest, the bluebell reigns supreme.

The Bluebell & Wild Strawberry collection comprises: a 100ml Eau de Parfum; a 7.5ml Travel Eau de Parfum; a 300ml Bath & Shower Gel; a 300ml Body Lotion, and assorted fragrance/body care/travel gift sets.

Childhood memories of Alpine woods near Alps-de-Haute-Provence in France, and the gradual approach of spring, were key inspirations for perfumer Véronique Nyberg, who noted: “Walking in nature allows me to feel grounded and rested, opening my mind to be creatively inspired and energised.

I wanted to have a very contrasted fragrance to highlight the energy and the feeling I had in the forest. This vivid colour of all those little flowers on the green carpet of the forest is amazing. And I really wanted to translate that into this fragrance. Spring is the right moment.”

The Heathrow advertising campaign

Aligning with Molton’s Brown’s fragrance-first focus and ambitious growth objectives for the channel, the launch of Bluebell & Wild Strawberry is being supported by a high-profile advertising wall campaign in Heathrow T2, T3, T4 and T5.

The colourful, impactful designs showcase both the new fragrance and the ongoing Artists of Note brand and creative direction.

There are seven advertising walls in total, to maximise reach and visibility.

In addition to static images and product displays, the T5 wall incorporates a digital ad installation.

The Heathrow campaign went live earlier this month and is running until April 30.

“Bluebell & Wild Strawberry represents a significant new milestone for Molton Brown, as the first new fragrance to be launched since our revamped creative direction and New Brand World was unveiled last year,” commented Rosie Colleypriest, Associate Director Global Travel Retail.

She continued: “I’m confident that this latest addition to our successful Artists of Note series will enable us to continue evolving and elevating our presence in travel retail – a key focus for Molton Brown in 2025 and beyond.

Our eye-catching advertising wall campaign at Heathrow underscores our commitment to invest and progress in this channel, as we strive to strengthen our connection with travellers, and make memorable olfactory experiences an intrinsic part of their journey.”

A new addition to Artists of Note

Unveiled in September 2024, Molton Brown’s ongoing Artists of Note initiative invites a breadth of creatives to imagine the brand’s fragrances through their unique mediums to express the sensorial power of fragrance.

For Bluebell & Wild Strawberry, Molton Brown brings together the fragrance nose and emerging London-based shoe designer Ancuta Sarca – an expert in fusing deadstock materials and different shoe styles together to create unexpected silhouettes with contrasting details – for a collaboration centred around the themes of contrast, hope, optimism and renewal.

Bluebell & Wild Strawberry is brought to life by circular fashion advocate and Fashion East alumnus Sarca via her upcycled shoe designs.

“I really wanted to evoke the same positive energy that the fragrance has,” Sarca noted. “I wanted to include similar contrasting elements and vivid colours like blues, purples, greens.

When I first smelled the perfume, the first memory that came to mind from my childhood was Easter time. We used to have this big lilac tree in our garden, so it really reminded me of that a lot. It was very important for me to encapsulate the idea of spring and flowers.”

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