Molton Brown showcases fragrance expertise with its finest travel retail experience yet for shoppers at new Heathrow Terminal 5 store

May 23, 2023

Molton Brown, the creators of British fragrance , crafted with care, have unveiled their most exquisite retail experience yet for travelling shoppers with a refit of their flagship brand space in the main World Duty Free store at Heathrow Terminal 5. Located at the heart of London’s busiest terminal, the Molton Brown store space within World Duty Free store is crafted to highlight the ideals of quality and individuality, which were imbued in the brand by its founders more than half a century ago. The store’s design pays homage to the first Molton Brown salon, which opened in London’s South Molton Street in 1971. Continuing its legacy, the newly refurbished area underlines both the brand’s heritage, its leadership in the fragrance category, and shoppers’ own individuality with an immersive and multi-sensory in-store experience delivered through both online and offline touchpoints. Inspired by the brand’s pioneering founders, the new personalised space creates an immersive fragrance experience by taking the calming, botanical and sophisticated ambience of Molton Brown’s original 1970s hair salon and giving it a contemporary twist with natural materials, sustainable features and carefully selected virtual technology. The focus of the site is a statement Fragrance Discovery Bar which showcases Molton Brown’s stunning scent portfolio and allows shoppers to discover the brands unique fragrances in a dedicated and sensory space. Elsewhere, shoppes can discover the brand’s collections including travel retail exclusive releases, allowing shoppers the time and space to discover the scent which best matches their personality, using the brand’s innovative Fragrance Finder. To create moments of calm and self-care, customers can also take advantage of one-to-one personalised treatments, including expert fragrance consultations and hand & arm massages using lotions and fragrance layering. The physical in-store offer is further enhanced by the option to personalise their purchases through a luxury gift-wrapping service with members of the team on-hand to provide tailored assistance or advice. Classic styling, modern innovation Elements of the physical in-store experience are further enhanced by digital touchpoints to create an immersive, multi-sensory experience that brings the brand story and collections to life. Visitors to the Fragrance Discovery Bar can take advantage of Molton Brown’s Fragrance Finder, which asks a series of personality questions to determine which scent best matches a shopper’s individual persona through a personalised scent discovery experience. In-store iPads and AR technology further bring the fragrance collections’ exceptional ingredients to life, to further assist and engage shoppers. In addition, hologram displays allow Molton Brown to share its achievements on its ongoing sustainability journey, as the brand continues the work of its pioneering founders who put a conscious care for the world at its heart from the very beginning. Sophie Sponagle, Travel Retail Sales Manager, Molton Brown, said: “We are thrilled to unveil this new-look store within World Duty Free at Heathrow Terminal 5. This space both celebrates the brand’s heritage and showcases our latest innovations, in a setting which really brings the Molton Brown ideals of quality, individuality and heritage to life for shoppers in a tailored and exciting way.” “The Terminal 5 counter is the pinnacle of the Molton Brown experience in travel retail, celebrating the heritage of this iconic brand with a real destination for fragrance-first experiences, enhanced by digital touchpoints to ensure a personalized journey for every shopper.” Commenting on behalf of World Duty Free, Delphine Poultney, Head of Beauty for Dufry in the UK says, “We are very proud of the long standing relationship we’ve enjoyed with Molton Brown, which is such a beautifully crafted and quintessentially British brand. This new-look space in our main World Duty Free store at Heathrow Terminal 5 is fully answering our aim to deliver memorable experiences in our stores. Customers will remember discovering the beautiful Molton Brown products and fragrances in this welcoming environment.”

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