The Milk Musk collection, which launched into travel retail, in-store and online on 26 February, comprises an Eau de Parfum, Eau de Toilette, Bath & Shower Gel and Body Lotion.
The new Milk Musk collection offers its users a unique interpretation of a musk fragrance, as the brand explains. “As one of the earliest scents discovered as a child, the milk accord evokes poignant memories.
“It’s still a rarely used note, championed by New Guard Perfumery. Milk is entwined with tender musk to create the sensual embrace of skin-on-skin softness.”
INCENTIVES TO PURCHASE IN DUTY FREE
Products in the collection are packaged in white gift boxes, featuring gold thread printing, while the Bath & Shower Gel and Body Lotion come in ‘soft-touch tactile bottles’.
To support the launch, Molton Brown will run an in-store activation across all their World Duty Free and Lagardère manned counters, offering shoppers a gift with purchase. Anyone who spends £45, including a Milk Musk item, will receive a complimentary soothing satin eye mask.
Pear and peach balance the fragrance’s ‘powdery depth’, while white cedarwood and tonka beans ‘convey the delicate touch of everlasting affection’, said MB.
Senior Perfumer Maïa Lernout added: “Milk Musk conveys the purest embrace. It captures the very soothing, precious and pure bliss when an everlasting bond begins to bloom.”
Rosie Cook, Molton Brown Associate Director Global Travel Retail said: “The new Milk Musk fragrance is an exciting next step for Molton Brown as we lead the way as the pioneers of the New Guard British perfumery.
“We expect Milk Musk to be a great addition to our portfolio of core fragrances with unique blend of milky notes resonate with the emerging trend we have identified in niche perfumery.”