Molton Brown has launched its New Guard Perfume Collective fragrance collection.
The range is made up of 27 new scents in eaux de parfums and eaux des toilettes, and is now available online and in stores globally.
The New Guard Perfume Collective collection was designed by a collective of ten perfumers from different age backgrounds and expertise.
This ‘new guard’ of perfumers includes master perfumers Jacques Chabert and Beverley Bayne, senior perfumers Maïa Lernout and Sylvie Fischer, and new generation stars such as Jérôme di Marino.
According to the brand, The Perfume Collective ushers in a new era that foregoes traditional fragrance profiling to “deliver powerful sensorial moments”. Molton Brown celebrated the launch with a multi-sensorial pop-up in Covent Garden in the beginning of September.
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The fragrance bottles were designed by Luxury Packaging Designer Vincent Villeger and features distinctive resin caps. No two caps are exactly the same, and each one represents the individual personalities of the scents.
Villeger said,“My ambition was to express the individual character of each fragrance. The concave reflective surfaces reference the brand’s iconic lens and throw colourful distortions reminiscent of 70s pop art.”
“Heavy, smoky brown glass gives the bottle a luxury feel befitting the quality of the scents, whilst each eaux de parfum cap carries an individual sphere inspired by the eclectic architectural finishes in London’s Mayfair, the home of Molton Brown.”
The pop-up also debuted Molton Brown’s interactive profiling tool – Fragrance Finder. As reported, The digital tool foregoes the use of the traditional ‘olfactory preferences’ system used by other profilers. Instead, it aims to ‘reinvent the fragrance experience’ by humanising every aspect of the customer journey and streamlining the fragrance selection process.
The new ‘Fragrance Finder’ tool was launched online and in selected World Duty Free counters in Heathrow Terminal 3 and Terminal 5, as well as Gatwick Airport’s North Terminal. More locations will be added in the near future.
Molton Brown Associate Global Director Global Travel Retail Rosie Cook commented: “Research has shown that smell is the least educated of our senses, so questions about what scents we like can result in an inaccurate way of pairing our customers with the perfect fragrance. This new Fragrance Finder will give customers the opportunity to find the scent which perfectly expresses their personality.”
Here is a snapshot of our social media coverage during the Molton Brown Launch Event in Covent Garden
