The Heathrow Contentainment activation is running from 3-30 March.

Molton Brown has unveiled an experiential Contentainment collaboration, in partnership with Avolta, at London Heathrow Terminal 3 to support the launch of its new Tea Ceremony fragrance.

Running from 3-30 March, the activation has been designed to bring the new scent collection to life through storytelling and multi-sensory touchpoints.

The space aims to reflect the sense of inner calm that sits at the heart of the fragrance story. The Contentainment pop-up features hand and arm massages, alongside a complimentary “Tea Ritual” – a branded takeaway tea bag paired with a fragrance sample from the new range.

On selected peak travel days, a live illustrator will be present, offering bespoke fingerprint gift tag personalisation, to enhance the shopping experience.

Members of the Club Avolta loyalty programme are eligible to receive an exclusive loose-leaf tea strainer with qualifying purchases.

On selected peak travel days, the activation will feature a live illustrator offering bespoke fingerprint gift tag personalisation.

To maximise launch visibility, from 3 March Molton Brown has implemented a large-scale wall takeover across Heathrow Terminals 2, 3, 4 and 5, ensuring the new Tea Ceremony collection is showcased across key passenger touchpoints.

In a separate initiative, from 1 April Molton Brown will introduce Must Have Tables across Heathrow and Stansted airports, spotlighting its spring gifting collections in the lead-up to Easter.

The tables will feature a curated selection of recent launches, including Tea Ceremony and Bluebell & Wild Strawberry, alongside Molton Brown favourites such as the best-selling Orange & Bergamot Hand Care Duo.

To maximise launch visibility, Molton Brown has also implemented a large-scale wall takeover across Heathrow Terminals 2, 3, 4 and 5.

“I am delighted to partner once again with Avolta, to support the launch of our new Tea Ceremony fragrance through this high-profile Contentainment activation,” commented Molton Brown Key Account Manager Global Travel Retail Rohanne Collis.

“By creating moments where travellers can pause, enjoy a relaxing treatment, and discover the fragrance through our Tea Ritual, we aim to offer a sensory sanctuary within the bustling airport environment, while celebrating the artistry and “served with calm” storytelling at the heart of the new Tea Ceremony fragrance collection.”

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