Molton Brown has introduced Wild Mint & Lavandin its latest aromatic collection.
Sixtine D’Herlincourt, Associate Director of Global Marketing Activation at Molton Brown, speaks to Campaign Middle East about her marketing strategy and plans for the brand.
What is your current campaign strategy for Wild Mint & Lavandin?
Wild Mint & Lavandin is our newest fragrance, created by Nathalie Koobus, senior perfumer. A modern take on a classic fougère, which is what Molton Brown is known for, featuring a hit of wild mint and basil while lavandin – a greener variety of lavender brings our unique Molton Brown twist.
We really wanted to transport users to the lush green and verdant surrounds of a forest walk, so our campaign creative assets and in-store merchandising are intended to be immersive, with social and digital assets, bringing to life the forest flora and fauna.
Post pandemic people still have a strong need to connect with nature and the outdoors so this fragrance not only fulfils the gap in our portfolio but provides consumers the desire to explore new and different experiences.
What are your current digital marketing or content amplification approaches?
Molton Brown is an omni-channel business with stores across the globe, working with five star hotels, luxury department stores, and in travel retail as well as our own global and regional digital platforms.
Responding to the phyigital shopping evolution, we are maximising out global assets to be executed locally and using the opportunity to evolve our content strategy to focus more on community building content and highlight what the brand stands for to engage audiences and convert them to long term loyal customers.
We are constantly reviewing new digital marketing tools, taking learnings to inform future strategies for influencer collaborations, Instagram stories and reels, Tik Tok and other new platforms.
A meaningful and playful way to encourage customers to discover more is via our fragrance finder tool, which invites customers to do a short online personality test which results in fragrance recommendation.
At seasonally relevant times of the year, we also have fun and interactive games which customers can enter with a chance to win prizes as well as exclusive products and content.
Which social media channels are you using mostly?
The Core to our digital strategy is Instagram and Facebook, while we have also launched on TikTok – in our parent market for now, which is really establishing itself as a place for fragrance content to be explored.
On a local level, Instagram remains our leading platform. It provides a space for Molton Brown’s community to stay updated on newness, get inspired by their favourite influencers, and engage with our brand in meaningful ways.
What efforts are you taking to be a more sustainable brand?
We champion environmentally-friendly practices throughout the business, from our carbon neutral factory in London, to being 100 per cent vegetarian, never testing on animals and making our plastic bottles with 50 per cent recycled plastic.
For this specific fragrance launch we’ve sustainably sourced our lavandin oil from Provence, France, where a collective of local farmers use innovative technology to harvest the plant in a way that benefits long-term land biodiversity, reduces water usage and improves the welfare of the community.
What are your future marketing plans?
Fragrance is at the heart of the brand. We will continue to develop this category offering new products such as Wild Mint & Lavandin, as well as supporting Oudh Accord and Gold and Black Pepper.
We will also have some exciting developments for Ramadan next year building on the success of our collaboration with local Emirati artist Alya Al Sanad from last year when we showed our commitment to regional celebrations and special moments by introducing limited edition packaging.
