Molton Brown disrupts festive gifting with ‘Roaring Twenties’ campaign

By Luke Barras-hill |

Molton-Brown-Christmas-EDT

The Bizarre Brandy fragrance is described as a ‘scandalous, extravagant and thrilling’.

British beauty and personal care brand Molton Brown is drawing on the edgy and provocative antics of the privileged classes from a by-gone era to present a new travel retail collection.

The Bright Young Things, a moniker given to describe the young, hedonistic lifestyles of a certain group of individuals in the ‘Roaring Twenties’ (1920s), informs a dedicated campaign that went live at travel retail counters on 16 October.

A spread of travel retail exclusive gift sets and activations have been launched to celebrate the spirit of Christmas, accompanying Molton Brown’s broader assortment of pre-made gift sets and crackers wrapped in luxury packaging for on-shelf standout.

FOUR LIMITED EDITION SETS

The travel retail exclusive gifts sets include the Stocking Fillers Collection, Coastal Cypress & Sea Fennel Fragrance Collection, Mesmerising Oudh Accord & Gold Hand Collection and Aromatic & Citrus Christmas Cracker.

Rosie Cook, Molton Brown Associate Director Travel Retail said: “This is a time of year for celebration and what better way to do so than by invoking the spirit of some of the most famous – and quintessentially British – party-goers of all time.

“The Bright Young Things represent the spirit of Bohemian and hedonistic fun which will help Molton Brown bring the festive season to life for travellers and provide a unique, exclusive and exciting gifting offer.”

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Centre and below: Exclusive gifting sets from Molton Brown are set to tempt travellers this Christmas.

In addition, a limited edition Bizarre Brandy EDT based around the Bright Young Things’ favourite cocktail, the brandy-based Sidecar, has been launched.

It will be available in GTR as a fragrance, bath and shower gel and body lotion, while the limited edition Elderflower fragrance makes a return with a brand new EDT.

“The scent brings to life the smoky haze of hushed secrets and decadent pleasures, set to a soundtrack of riotous jazz and festive frivolity,” said the brand.

Senior Perfumer Karine Dubreuil Sereni said: “A Christmas party – the atmosphere is heady with aged brandy and celebration; festive melodies punctuate the joyful air. Bizarre Brandy is reminiscent of such rich tonalities.

“Cedarwood evokes the scent of polished woods dancing with the seasonal spirit of ginger, cinnamon and cardamom, while incense divulges the smoky tones of secret alcoves that tempt festive revellers to linger.”

FESTIVE-THEMED ACTIVITIES

Rounding off the festivities are a series of travel retail exclusive activations.

In an ode to gifting, art deco-inspired gift tags and tassles from the 1920s will be available on travel retail counters and at standalone stores to elevate Molton Brown’s merchandise and personalisation touches.

At Heathrow Terminal 5, dancers will invoke the spirit of the 1920s by performing and interacting with travellers. 

MB-Christmas-instore

In an attempt to drive shopper footfall and sales conversion, Molton Brown staff will also provide customers with a complimentary personal fragrance consultation and a travel bag when they make an eligible purchase.

Meanwhile, an out-of-home space featuring digital panels will go live at Heathrow Terminal 5 for a fortnight beginning 4 November to showcase Molton Brown’s Christmas lines.

Click here to hear from Mark Johnson, Global President, Molton Brown, about the launch of the company’s new EDP range into travel retail.

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