UK. British fragrance house Molton Brown has introduced the Tea Ceremony fragrance in global travel retail and selected domestic markets. It launched on 18 February.
The Tea Ceremony collection comprises a 100ml Eau de Parfum, a 7.5ml Eau de Parfum and a 300ml Bath & Shower Gel.
At London Heathrow Airport, the collection will be supported throughout March by a Contentainment collaboration and advertising campaign in partnership with Avolta.
In April, Molton Brown is expanding the campaign with the introduction of Tea Ceremony ‘Must Have Tables’ at both Heathrow and London Stansted airports.
Tea Ceremony is a a unisex woody-green fragrance created by Senior Perfumer Mathieu Nardin.
It marks Molton Brown’s first woody scent released since 2019 and seeks to connect fragrance with the ritualistic symbolism of tea.
According to Molton Brown, the fragrance launch aligns with a broader wellness trends with matcha and tea-based products resonating with consumers looking for mindfulness and ritual.
The brand noted that the growing popularity of matcha across skincare and perfumery, amplified by trends such as #MatchaPerfumes, signals an opportunity to reinterpret green tea beyond traditional gourmand profiles. Tea Ceremony responds to this movement by offering a more herbal, woody and meditative olfactory profile.
The fragrance combines two tea notes: an earthy, matcha accord and a crisp green tea note. This is complemented by mild sweetness from nashi pear in the top note and a rich Amberwood base with introduces woody, aromatic facets that create a long-lasting trail.
“Mindful, sensorial and connected to wellbeing, Tea Ceremony is a powerful expression of our approach to modern fragrance,” commented Molton Brown General Manager UK Simon James. “Travel retail is the perfect stage for this launch, allowing us to offer shoppers a moment of peace and reconnection when it’s needed the most.
“Tea Ceremony is a fragrance that feels perfectly attuned to the travel mindset – a sophisticated pause that cuts through the noise and leaves an impression of inner calm. This launch, and its strong support plan, underscores our ambitions in the channel; enhances our premium fragrance proposition; and will allow us to build more meaningful connections with our travelling consumers.” ✈
