Molton Brown has opened doors to a new retail scent concept to create a “distinctive and emotionally engaging consumer experience”.
The Kao Corporation-owned British beauty brand’s new Scent Pavilion brings Molton Brown’s ‘Cleanse. Wear. Live.’ positioning to life through a guided in-store experience, elevating the role of physical retail for the brand.
The first Scent Pavilion will open in Kent’s Bluewater shopping centre in the UK.
“We designed Scent Pavilion to elevate our retail offering beyond traditional categories, creating a store experience inspired by the role fragrance plays in everyday lives,” Laura Hogan, Chief Marketing Officer, Molton Brown, told Cosmetics Business.
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“To bring this to life, we created three interconnected worlds: ‘Cleanse. Wear. Live’.
“In store, Scent Stylists will guide customers through each world, providing personalised guidance so that customers can curate their own fragrance style across bath and body, personal fragrance and home scent.”
The Scent Pavilion marks a new retail era for the brand, as Hogan explained: “Scent Pavilion is a key part of our evolved brand and retail strategy, and we are planning to introduce the concept across additional locations in the UK and internationally.
“This will include both our standalone stores as well as our wholesale business.
“The rollou
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