UK. British fragrance and personal care brand Molton Brown has launched the Bluebell & Wild Strawberry collection in global travel retail. It marks the first fragrance to be launched since Molton Brown’s New Brand World revamp in 2024.
A key location for the launch is Heathrow Airport, where a high-profile advertising wall campaign is running across terminals 2, 3, 4 and 5 throughout March and April.
The campaign features seven large-format advertising walls, ensuring maximum visibility. In addition to static images and product showcases, the T5 installation includes a dynamic digital display, further enhancing engagement with travellers.
“Bluebell & Wild Strawberry represents a new milestone for Molton Brown, as the first new fragrance to be launched since our revamped creative direction and New Brand World was unveiled last year,” commented Molton Brown Associate Director Global Travel Retail Rosie Colleypriest. “I’m delighted to be offering our valued travelling consumers the opportunity to discover this exceptional new scent, which is perfect for spring.
“I’m confident that this latest addition to our successful Artists of Note series will enable us to continue evolving and elevating our presence in travel retail – a key focus for Molton Brown in 2025 and beyond.
“Our eye-catching advertising wall campaign at Heathrow underscores our commitment to invest and progress in this channel, as we strive to strengthen our connection with travellers and make memorable olfactory experiences an intrinsic part of their journey.”
The scent of spring
Bluebell & Wild Strawberry is the newest addition to Molton Brown’s Artists of Note series, a collection inspired by creative collaboration. The fragrance offers a floral-fruity composition that embodies the renewal and vibrancy of spring.
It opens with wild strawberry, warm amber and soft driftwood top notes, layered over a bluebell heart and an earthy violet leaf accord as its base.
The Bluebell & Wild Strawberry range includes a 100ml eau de parfum, a 7.5ml travel eau de parfum format, a 300ml bath & shower gel, a 300ml body lotion and a selection of travel-friendly fragrance and bodycare gift sets.
The scent is the creation of Perfumer Véronique Nyberg, who drew inspiration from childhood memories of Alpine woods in the Alps-de-Haute-Provence region of France.
“Walking in nature allows me to feel grounded and rested, opening my mind to be creatively inspired and energised,” she explained.
“I wanted to have a very contrasted fragrance to highlight the energy and the feeling I had in the forest. This vivid colour of all those little flowers on the green carpet of the forest is amazing. And I really wanted to translate that into this fragrance. Spring is the right moment.”
As part of the Artists of Note series, Molton Brown has partnered with emerging designer Ancuta Sarca to further bring the fragrance to life through fashion.
Sarca, known for her innovative approach to sustainable footwear and deadstock materials, has designed a pair of upcycled velvet-and-leather mules that capture Bluebell & Wild Strawberry’s spirit and inspiration. The collaboration underscores Molton Brown’s dedication to craftsmanship and the multi-sensory storytelling of fragrance.
Sarca remarked, “When I first smelled the perfume, the memory that came to mind was Easter time, when the lilac tree in our garden would bloom. It was important for me to encapsulate the idea of spring and flowers.” ✈
