UK fragrance house Molton Brown has held an experiential collaboration in partnership with travel retailer Avolta at London Heathrow Terminal 3 to support the launch of its new Tea Ceremony fragrance in travel retail.
Running from 3-30 March, the activation was designed to bring the new scent collection to life through storytelling and multi-sensory touchpoints. Conceived as a tranquil interlude within the busy airport terminal, the space reflected the sense of inner calm that sits at the heart of the fragrance story.
The pop-up invited travellers to discover the new Tea Ceremony fragrance through relaxing hand and arm massages, alongside a complimentary Tea Ritual – a branded takeaway tea bag paired with a fragrance sample from the new range.
Adding a memorable, shareable touch in the lead-up to Mother’s Day on 15 March, a live illustrator was present on selected peak travel days, offering bespoke fingerprint gift tag personalisation.
Members of the Club Avolta loyalty programme were eligible to receive an exclusive loose-leaf tea strainer with qualifying purchases.
To maximise launch visibility, Molton Brown implemented a large-scale wall takeover across Heathrow Terminals 2, 3, 4 and 5.
