Molton Brown unveils Bluebell & Wild Strawberry Contentainment event at Heathtrow
The Contentainment event is taking place in partnership with Avolta
Aligning with its growth objectives in the travel retail channel, Molton Brown has unveiled a new Contentainment collaboration, in partnership with Avolta, at London Heathrow Terminal 3.
The activation, which is running from April 3 to 30, showcases the new Bluebell & Wild Strawberry fragrance – the latest addition to the company’s pioneering Artists of Note series, which invites artists to express their interpretation of selected fragrances through different art mediums.
The Contentainment partnership follows on from the high-profile advertising wall launch campaign for the Bluebell & Wild Strawberry fragrance in Heathrow T2, T3, T4 and T5, which went live in March and will run until the end of April.
In a separate initiative, throughout the month of April there will also be Bluebell & Wild Strawberry Must Have Tables at Heathrow T2 and T5, and at Stansted Airport, which will spotlight both the new fragrance launch and various spring gifting collections.
The activation, which is running from April 3 to 30, showcases the new Bluebell & Wild Strawberry fragrance – the latest addition to the company’s pioneering Artists of Note series
Cultivating shopping engagement
The T3 pop-up space is dressed to match the spring-themed scent’s eye-catching color-scheme of blue, purple and green. The impactful design spotlights key visuals of the fragrance, and the collaboration with emerging London-based shoe designer Ancuta Sarca, the latest creative to imagine a Molton Brown fragrance through their unique medium.
Notable elements include beautiful 3D bluebell flower displays, and a large shoe plinth shelf with testers, inspired by the deadstock velvet-and-leather mules created by Sarca to capture the energy, color and contrasts of spring and the new fragrance.
The Contentainment site features the full Bluebell & Wild Strawberry product portfolio, comprising a 100-ml Eau de Parfum, a 300-ml Bath & Shower Gel, a 300-ml Body Lotion, and assorted springtime gift sets.
To drive penetration and conversion, Molton Brown has created two special gift-with-purchase offers. Travelers who spend £120 (US$160) receive a complimentary travel-friendly 7.5-ml EDP; those who spend £150 (US$200) receive the 7.5-ml EDP and a beautiful limited-edition tote bag.
To further elevate the shopping experience, on certain peak travel days (April 11, 12, 18 and 19) shoppers can have their EDP fragrance bottle customized with bespoke decorations created by the on-site calligrapher.
“Our first Contentainment collaboration, which took place in Gatwick South last year, was very successful, so I am thrilled to once again be partnering with World Duty Free to support the launch of our new Bluebell & Wild Strawberry fragrance,” comments Molton Brown Associate Director Global Travel Retail Rosie Colleypriest.
“This colorful pop-up perfectly demonstrates our commitment to creating memorable and luxurious experiences for our traveling consumers. This activation has been designed to capture the artistry and essence of this very special new scent, and invites shoppers to experience the beauty of springtime through exclusive gifts and personalised touches.”
