Ambitious Molton Brown looks forward to a year of fragrance
London fragrance house Molton Brown is set to launch its first major foray into the high-end edp segment next year, following the success of its edt range in travel retail.
The company, which is best known for its signature body wash and edt lines, is entering the edp sector with brand new luxury packaging and big ambitions.
Speaking at a press event during the TFWA World Exhibition in October, Molton Brown Brand Manager Victoire Versluys said the company would release a collection of high-end edps in September 2019 designed to establish the brand as a serious fragrance house. She added that it was the most important launch for the firm in the last five years or so.
Rather than simply being an extension of the edt range, the scents will be new and seek to offer a new olfactive experience.
The flacon and packaging were designed by Creative Consultant Vincent Villeger, who has worked with many leading fragrance and fashion houses.
He was inspired by the heritage of the brand as well as its British identity. The concept reflects the creative spirit of London in the 1970s, when Molton Brown was established.
The new bottles incorporate semi-precious stone spheres and include the words Made in England, establishing a strong and unique visual identity.
Beatrice Descorps, Global Marketing Vice President, Molton Brown, said it was “a natural evolution” for the firm, which positions itself as both London’s fragrance authority and a luxury British brand.
This year, the company added a 100ml edt line to its 50ml collection, and next year, more edts will be launched, including Suede Orris.