Molton Brown elevates gifting offer with tailor-made Chinese New Year promotions

Molton Brown’s limited-edition red twill pouch returns as part of the brand’s Chinese New Year promotions

INTERNATIONAL. British fragrance and personal care brand Molton Brown has partnered with World Duty Free and iClick to unveil a series of tailored gifting promotions and activations for Lunar New Year.

The brand has once again partnered with World Duty Free for the return of its exclusive limited-edition Chinese New Year Gift Box.

The popular gift box – originally launched during the same period in 2019 – features art by Fashion Illustrator Niki Groom, also known as ‘Miss Magpie Fashion Spy.’

The packaging showcases iconic London landmarks and juxtaposes Molton Brown’s British heritage with traditional Chinese New Year motifs. It also features a ‘Gong Xi Fa Cai’ greeting to appeal to Chinese audiences.

“This activation was such a success last year that we are delighted to be partnering with World Duty Free exclusively this year to bring World Duty Free shoppers this very special gifting opportunity,” said Molton Brown Global Travel Retail Associate Director Rosie Cook.

“This partnership demonstrates our commitment to create something unique for our customers and partners in the travel retail market.”

The popular Chinese New Year Gift Box, featuring designs from Fashion Illustrator Niki Groom, has been relaunched at Molton Brown’s World Duty Free counters
The Molton Brown counter in Heathrow Terminal 5 has become a showcase for the brand’s Lunar New Year exclusives

As an added personalisation element, Molton Brown has also replicated its double-sided gifting ribbons, luxury gift tags, and tassels. The Lunar New Year gift tag features the Chinese character for luck embossed in gold and red, accessorised by a gold tassel.

The British brand has also renewed its partnership with Online Marketing Company iClick (introduced to the travel retail sector in 2018 via a joint White Paper) to further develop opportunities with Chinese audiences. With the help of iClick, Molton Brown has launched online promotions on Hyperlocal, Mosocial, and Youdau that will engage with Chinese customers travelling to the UK.

For every £50 spent online and in selected travel retail counters in London Heathrow, London Gatwick, Manchester Edinburgh and Glasgow airports, Chinese shoppers receive a complimentary Molton Brown Ginger Shampoo.

In addition, for every purchase of a Molton Brown Eau de Parfum or Eau de Toilette in selected travel retail locations the brand is offering travelling shoppers a limited-edition red twill pouch.

The Molton Brown website has also been given a little Chinese New Year makeover

Molton Brown’s Lunar New Year gifting promotions are supported by dedicated campaign visuals and Chinese language signages in selected travel retail counters. The campaign is featured in the December, January, and February issues of British Airways’s Chinese inflight magazine and highlights the brand’s Fresh Marine Scent Collection.

The collection, which is particularly popular with Chinese travellers, features key products from the brand’s best-selling Coastal Cypress & Sea Fennel range.

The Coastal Cypress & Sea Fennel range, which is particularly popular with Chinese travellers, is the highlight of its Fresh Marine Scent Collection

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