Transforming the way people browse and buy fragrance
Molton Brown has long been a pioneer in fragrance, working collaboratively with both established and contemporary perfumers to develop unique scents. The brand's USP was hidden in plain sight, overshadowed by their dominance in the ‘bath & body’ category. With shifting trends, a constantly evolving market and over 2,000 scents launched in the industry each year, Molton Brown faced a challenging landscape and needed a new, omnichannel approach in order to cut through.
We knew that we had to make fragrance integral to the experience. So we spent time getting to know Molton Brown as a brand with a unique point of view on the world of fragrance, and also immersed ourselves in the world of today’s discerning beauty shopper - uncovering trends for personalisation, quality ingredients and wellbeing rituals. We defined a flagship concept of ‘Curious by Nature’, inviting people to discover Molton Brown’s scents across various touchpoints and be rewarded by their intrigue.
Key insight: Fragrance shopping - like wine - relies on terminology and knowledge of notes and ingredients that can intimidate or feel abstract, our approach needs to be intuitive, personal and inclusive.
We firmly placed fragrance at the forefront of people’s minds with a digital scent-matching experience accessible both online and in-store. Based on a series of visual cues and questions, the Fragrance Finder uncovers the user’s unique personality and pairs them with their matching scent as part of a fully sensory experience. In-store, the digital tool is projected onto the eye-catching Fragrance Bar, helping the brand to stand out and connect with their visitors. This integrated solution allows curious shoppers to discover, browse and buy fragrance in a way that suits them, wherever they are. Private fragrance consultations, complimentary hand massages and a new gifting station in-store all add to the luxurious experience.
Strategic shift: Known for 'bath-and-body' to pioneers in fragrance and sensorial experiences.
The digital Fragrance Finder tool matches users with a scent based on their personality. The tool is available on all devices and projected onto the Fragrance Bar for an interactive in-store experience.
Tucked discreetly at the rear of the space, a cocooning VIP alcove - which can be reserved for personal fragrance consultations or special events.
“ Our new vision celebrates the past and the future. We honour our ‘70s heritage, British eccentricity and the truly inspirational story of our beginnings on South Molton Street. At the same time, it’s a reinvention of traditional customer experiences; positioning human connection and feelings to the forefront. We transform the retail journey with interactive and sensorial moments, creating memorable and meaningful relationships with our customers for years to come.” Beatrice Descorps
Global Vice President, Marketing, Molton Brown