Molton Brown will launch a new Suede Orris fragrance collection on 6 March. The range, which includes eau de toilette and bodycare products, will be available in UK domestic and travel retail markets.
A GWP gift box is exclusive to travel retail and part of a two-month campaign which will run until 5 May.
The gift box features suede swirls and iris flowers to reflect the fragrance’s composition and Perfumer Jérôme Di Marino’s inspiration. It will be offered to customers purchasing Suede Orris products including edt, bath & shower gel, body lotion and hair mist.
The Suede Orris line is revealed as Molton Brown aims to increase its range of luxury scents and to reinforce its fragrance credentials.
Its launch will be supported by campaigns in partnership with World Duty Free (WDF) in airport stores at London Heathrow, Gatwick, Stansted, Manchester, Edinburgh and Glasgow, and with Lagardère Travel Retail in stores at Luton and London City airports.
The campaign includes ‘Happy Mother’s Day’ and ‘With Love’ printed labels. A calligraphy event is planned at London Heathrow T5 in the run up to Mother’s Day which falls on 31 March in the UK. Tattoos scented with Suede Orris will be offered at WDF outlets at London Heathrow T4 and T5, Gatwick North and South, Glasgow, Manchester, Newcastle, Birmingham and Aberdeen airports.
Molton Brown Senior Manger Global Travel Retail Rosie Cook said the Suede Orris fragrance opens up a new customer segment for Molton Brown.
“Powdery fragrances are extremely on trend right now and it’s really exciting to introduce such an exciting fragrance within this growing category. We’re delighted to support this new launch with travel retail-exclusive activations such as the personalised luxury gift box.”
