London fragrance house, Molton Brown, has extended its Flora Luminare collection to include new Bath, Body and Hand Care products, in response to a clear demand for the ‘white-floral’ Eau de Toilette and Eau de Parfum; both of which have become ‘instant favourites’.

 

Born in South Molton Street, London in 1971, Molton Brown products always have and always will be Made in England, stresses the brand, giving authenticity to its uniquely British style.

 

“Working side by side with a collective of progressive perfumers, we nurture their artistic freedom to compose intriguing Eaux de Parfum and Toilette, iconic Bath and Body, Hair and Home collections,” adds the brand.

 

The new collection (excluding the Hand Cream) launches online next week on Monday, 1 June 2020, and in-store as soon as shops begin to reopen. In the UK this could be as early as 15 June. The Flora Luminare Hand Cream launches on 20 June 2020.

 

Molton Brown told TRBusiness that is hopes to reopen at existing travel retail locations with this new launch, from around the end of June, dependent on the constantly evolving Covid 19 situation.

 

As part of the brand’s ethos to work with diverse perfumers who ‘push creative boundaries’, Flora Luminare is described as an ‘exceptional, modern interpretation of floral exuberance’.

 

‘SOLAR FACETS AND BLOOMS’

The name itself is a Latin translation of ‘Flowers and Light’, capturing Senior Perfumer Maïa Lernout’s love for marrying elegant solar facets with blossoms, says the brand.

“She narrates a utopian story; of waking up in a botanical idyll bathed in morning sun, with the promise of endless paradise,” adds MB.

 

Passionate about natural ingredients, Maïa chose the absolute of Polynesian tiare as the lead note. An absolute, the purest, most concentrated form of the extract, is said to possess more ‘aromatic detail’.

 

“Tiare absolute flourishes in the heart of the fragrance, layered with a seductive bouquet of radiant jasmine and rose,” said MB. “Rays of citrus top notes balance creamy, welcoming vanilla, musk and earthy cedarwood in the base.”

 

CONSCIOUS CONSUMERISM

The full collection comprises the following: Eau de Parfum 100ml £110; Eau de Toilette 100ml £85/€100 50ml £60/€60; Body Lotion 300ml £26/€31; Glowing Body Oil 200ml £40/€49; Bath & Shower Gel 300ml £22/€25 and Hand Cream 40ml £10/€12.

 

Addressing ‘conscious consumerism’, Molton Brown once again ensures that the glass flacon for both scents is 100% recyclable and refillable. In a Zoom press briefing call this afternoon, the brand also revealed that it was seriously stepping up its sustainability drive, by joining revolutionary global circular shopping platform, Loop.

 

The brand also revealed it was partnering with Clean Tech; a plastic bottle recycling firm.

 

“I’m passionate about expressing the luminous, blooming nature of white florals,” said Maïa Lernout, Senior Perfumer at Molton Brown.

 

“I wanted to pay tribute to the rare, creamy Tahitian tiare flower, which shines brightly with the sparkling duet of mandarin and pear.”