Molton Brown developing 'fragrance first' store format

Fragrances and skincare retailer Molton Brown has been working with design agency Dalziel & Pow to launch new product ranges, seeking a way to stand out in a market where more than 2,000 fragrances are launched every year. A new store format based around the strategy is set to launch this month.

Dalziel & Pow has created a 'Fragrance Finder' system to connect in-store and online experiences, building on an algorithm developed by The Future Laboratory to match scents to individual consumer profiles. The project has centred on the launch of new Eaux de Parfum and Eaux de Toilette ranges.

Shoppers can use a feature on Molton Brown's website to find their matching fragrances before visiting a store - or ordering a sample online - to discover the scent in person. The in-store element consists of a connected activation placed at store entrances, making the fragrance collection a focal point and positioning the retailer as a brand leader in the fragrance sector.

Dalziel & Pow has developed an interactive Fragrance Bar to showcase products. It features hand painted marble forms that reflect the retailer's 1970s heritage. The semi-spherical bar is topped with an illuminated dome supported by rods. These rods frame lenses that feature the story of individual fragrances in the range. The modular feature can grow if more ranges are added.

A five day pop-up event in London's Covent Garden was used to launch the Fragrance Finder, with a range of workshops used to showcase products and services.

A new 'fragrance first' Molton Brown store format designed by Dalziel & Pow will open during October, at Bluewater in Kent.

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