British fragrance house Molton Brown has unveiled its first musk fragrance, Milk Musk. The range comprises an Eau de Parfum, Eau de Toilette, Bath & Shower Gel, and Body Lotion. It was launched in-store and online on 26 February and is now available in worldwide travel retail.
The new fragrance follows Molton Brown’s commitment to be the pioneers in ‘New Guard Perfumery’, which highlights the use of unconventional fragrance notes and accords.
“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” — Molton Brown Associate Global Travel Retail Director Rosie Cook
The new Milk Musk scent was created by Senior Perfumer Maïa Lernout who described the fragrance as ‘soothing and precious.’ She said: “Milk Musk conveys the purest embrace. It captures the very soothing, precious and pure bliss when an everlasting bond begins to bloom.” It offers fruity pear and peach top notes, balanced by powdery milk and musk heart notes, with warm cedarwood and spicy tonka beat notes as its base.
The Milk Musk fragrance collection comes in limited-edition packaging. The Eau de Parfum and Eau de Toilette are packaged in white gift boxes accented with gold thread, while the Bath & Shower Gel and Body Lotion come in soft-touch tactile bottles.
The fragrance launch is supported with an in-store activation across the brand’s counters in World Duty Free and Lagardère Travel Retail. For a minimum spend of £45 on the Milk Musk range, shoppers will receive a complimentary satin eye mask as an exclusive gift with purchase.
The Milk Musk launch is also supported by themed visual merchandising, which showcases the range in ‘cocooning cushions’ to reflect the ‘pure and comforting’ nature of the fragrance, said the brand.
“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,” said Molton Brown Associate Global Travel Retail Director Rosie Cook.
Cook added, “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.”
