Molton Brown stamps heritage on bespoke packaging for new EDPs

By Charlotte Turner |

Molton-Brown-activations-August-2019-leadMolton Brown is rolling out a travel retail exclusive offer to celebrate the launch of its new Eaux de Parfum and Eaux de Toilette Collection, bringing the brand’s total number of fragrances to 27 and underlining its credentials as a fragrance expert.

 

The new collection, which launched into global travel retail, online and standalone stores on 28 August, is currently being promoted using bespoke marbled creations from artist Lucy McGrath in the travel retail and duty free market.

 

McGrath, from London hand-marbling company Marmor Paperie, has created unique ribbon adornments to enhance Molton Brown’s customer experience on travel retail counters.

 

The use of hand-marbling pays homage to the brand’s heritage in London in the 1970s, with the marbling recalling the company’s first store in South Molton Street.

 

Molton-Brown-marbled-ribbons-Sept-2019

McGrath, from London hand-marbling company Marmor Paperie, has created unique ribbon adornments to enhance Molton Brown’s customer experience on travel retail counters.

“The use of marbling is as well reminiscent of the iconic Eaux de Parfum packaging, which was designed by Vincent Villeger, with each Eau de Parfum cap having its own distinct colourful resin pattern capturing the individual character of each fragrance,” adds the brand.

 

GOLDEN WEEK GIFTING

Shoppers in travel retail will be able to personalise their gifts with a selection of bespoke hand-marbled grosgrain ribbon in three different designs.

 

Click to enlarge images.

 

The company also hopes to appeal to Asian travellers with the offer of a marbled grosgrain ribbon in red and gold available during Golden week celebrations.

 

Molton-Brown-TR-exclusive-packaging-ribbon

The use of hand-marbling pays homage to the brand’s heritage in London in the 1970s.

Molton Brown Associate Director, Global Travel Retail, Rosie Cook said: “Here at Molton Brown we are very proud of our rich heritage as a fragrance house and a well-known gifting destination.

 

“This exclusive execution has been created to elevate our customers’ experience of  our new fragrance collection offering something unique to travel retail shoppers in line with Molton Brown’s legacy that is all about individuality.”

 

TRBusiness spoke to Cook exclusively at Molton Brown’s London headquarters earlier this year.

 

This is in addition to several other initiatives that will futher enhance the customer experience of the brand’s new Eaux de Parfum and Eaux de Toilette Collection.

 

In addition to 1.5ml Eaux de Parfum and Eaux de Toilette samples, customers purchasing Eaux de Parfum will receive elevated gift wrap experience with unique marbled pouches within selected counters ranging Eaux de Parfum.

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