UK. British fragrance house Molton Brown and Dufry company World Duty Free (WDF) have teamed up to roll out a high-profile campaign to welcome travellers back this spring.
It is currently running at London Heathrow, Gatwick, Manchester, Edinburgh, Stansted, Glasgow, Birmingham and Liverpool John Lennon airports.
Molton Brown has launched Beauty Stations and Must Have Tables in various high-traffic locations at the airports. The campaign was launched to coincide with the busy school holiday and Easter travel period in April and was designed to highlight the brand’s gifting appeal.
It aims to drive engagement with returning customers by highlighting popular lines and best-selling fragrances through eye-catching displays in high-footfall areas.
The campaign puts a special focus on the expanded Delicious Rhubarb & Rose collection. The scent celebrates English heritage by combining rhubarb and rose ingredients. It was created by Senior Perfumer Vanessa Prudent.
The Beauty Stations invite shoppers to discover the brand’s new Eau de Toilette and Eau de Parfum lines, while the Must Have Tables were designed to appeal to shoppers who have already engaged with the brand online. The tables highlight new and fast-selling products and offer enhanced accessibility to drive purchases.
“It is wonderful to see shoppers returning to UK airports and we are delighted to be helping them to find something special as they return to travel and travel retail – or just indulge in an opportunity to treat themselves or a loved one,” commented Molton Brown Associate Director Global Travel Retail Rosie Cook.
“We are very pleased to be able to work with our long-term partner Molton Brown to offer such product highlights to our customers,” added Dufry Head of Beauty UK Delphine Poultney.
“The fragrance is beautifully crafted with English ingredients and as passenger footfall returns, it is more important than ever that we have the best offers to meet the tastes and needs of our customers. After the challenges of the past two years, we are working relentlessly to offer the best to passengers as they come back to our airports.”
