Molton Brown launches high-profile campaign to excite shoppers returning to UK travel retail this spring

April 19, 2022

Molton Brown is welcoming shoppers back this Spring with a high-profile campaign in World Duty Free stores at key UK airports, including London Heathrow, London Gatwick, Manchester and Edinburgh. Timed to coincide with the key gifting opportunity presented as travellers visit the airports for the Easter break and the school holidays, the British fragrance brand has established Beauty Stations and Must Have Tables for shoppers at key locations in partnership with the UK’s leading travel retailer, World Duty Free. The campaign is running at the four busiest airports in the UK, Heathrow, Gatwick, Stanstead and Manchester, as well as at other major airports across England and Scotland. As part of Molton Brown’s ongoing plan to drive engagement with returning customers by highlighting popular and iconic collections, these eye-catching displays are located in areas of high footfall and are tailored to showcase the new expanded Delicious Rhubarb & Rose collection, alongside other leading fragrance sets to create a wide appeal for customers. While the Beauty Stations present an opportunity for shoppers to explore and discover the new Eau de Toilette and Eau de Parfum at their leisure, the Must Have Tables are crafted to appeal to those shoppers who have engaged with the brand online by highlighting new and key products, as well as offering high accessibility to drive purchase decisions. Rosie Cook, Molton Brown Associate Director Global Travel Retail says: “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. “We know that shopper behaviour has evolved in the past two years. Customers want to be able to interact with brands in a variety of ways and these new displays gives them the same iconic Molton Brown experience but tailored to meet their specific needs.” Delphine Poultney, Dufry’s Head of Beauty in the UK comments: “We are very pleased to be able to work with our long term partner Molton Brown to offer such product highlights to our customers. 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.” Created by Senior Perfumer Vanessa Prudent, the new Delicious Rhubarb & Rose fragrances are crafted in England and celebrate the brand’s home and heritage by using two quintessentially British ingredients. The fragrance is inspired by both gastronomy and nature, with the crisp rhubarb and elegant rose creating a floral and fruity scent that you can almost taste. Beauty Station locations: London Gatwick South Terminal London Gatwick North Terminal Stansted International Airport Edinburgh International Airport Glasgow International Airport Birmingham International Airport Terminal 1 Liverpool Airport Manchester Airport Terminal 1 Manchester Airport Terminal 3 Must Have Tables locations: Stansted International Airport London Heathrow Terminal 2 London Heathrow Terminal 5 The Beauty Stations and Must Have Tables are currently in operation.

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