UK. British fragrance house Molton Brown is celebrating its recent dedicated pop-up in Heathrow Airport Terminal 2, spotlighting the best-selling Mesmerising Oudh Accord & Gold fragrance.
The activation, which ran 3-9 September, formed part of Heathrow Airport and World Duty Free’s (Avolta) Redefine Your Beauty campaign.
Live throughout August, September and early October across all four terminals, the initiative represents the largest joint beauty campaign to take place at Heathrow.
The T2 pop-up complements a series of Must Have Tables – created by Molton Brown in partnership with Avolta – that ran from 5 August to 3 September across Heathrow terminals 2 and 5, and London Stansted.
First introduced in 2015, Mesmerising Oudh Accord & Gold is defined by its rich and spiced character. The fragrance is the latest focus of Molton Brown’s Artists of Note series, which invites creatives to reinterpret the brand’s olfactory signatures.
For this edition, London-based multi-disciplinary artist Karimah Hassan translated the scent into paintings and poetry. Her artworks were featured prominently on the pop-up’s back walls. Shoppers purchasing from the fragrance collection received a limited-edition gift-with-purchase set of four collectible cards showcasing Hassan’s work.
At the pop-up, travellers were able to book a complimentary hand and arm massage through Avolta’s beauty services platform, delivered by Molton Brown Beauty Advisors. The service also extended to Heathrow T5’s Personal Shopper lounge from 3-8 September.
Molton Brown Key Account Manager Global Travel Retail Rohanne Collis commented, “Our participation in this pioneering Redefine Your Beauty campaign once again reaffirms our commitment to crafting distinctive luxury experiences in the travel retail channel.
“Mesmerising Oudh Accord & Gold is a key strategic focus for us. We are delighted to showcase the collection through this high-impact pop-up, blending artistry and storytelling to bring fragrance to life in fresh and engaging ways.”
Mesmerising Oudh Accord & Gold was Molton Brown’s top-performing fragrance in 2024. The line spans Eau de Parfum, Bath & Shower Gel, Body Lotion, Fine Liquid Hand Wash, Hand Lotion, Candles, Aroma Reeds and Aroma Reed Refills. ✈
