Molton Brown repositions itself as 'fragrance-first' brand with launch of new initiative

Molton Brown is repositioning itself with a clear directive: to be recognised as a fragrance-first brand. The move is defined by a new initiative, launching under the title of 'Artists of Note'.

Reflecting its commitment to creativity, craft and the human link between perfumer and wearer, Molton Brown has invited three British creatives to imagine three of its fragrance icons through their vision and medium.

Described as an expression of the unique feeling and deeper meaning evoked by its scents, their interpretations are "testament to the sensorial power of fragrance and of individual connection with every note".

Dr. John Cooper Clarke imagines Coastal Cypress & Sea Fennel, created by Senior Perfumer Carla Chabert. The self-proclaimed "punk poet" attempts to translate the fresh, marine notes of the scent into an evocative poem, hand-written and delivered in his signature rhythmic style.

Meanwhile, for Chabert – daughter of our Master Perfumer Jacques Chabert – the cardamom-spiked, leather-based scent was born out of a specific inspiration. "I constructed it around the colour blue," she explains. "I used cold elements, spicy cold elements. I tried to construct a fragrance with a fresh start and a sea breeze; something tonic."

And tonic it is for Cooper Clarke, who recalls "the tropical section of the botanical gardens at some seaside resort. I always find anything redolent of the coast to be both refreshing and slightly soporific. It’s delicious."

London-based fashion designer and British Fashion Council award winner Nicholas Daley then imagines the brand's Re-charge Black Pepper through the lens of his signature hand-knitted designs.

Created in collaboration with his mother and her knitting group, these pieces reflect the "synergies with colour, texture and smell" of the woody-citrus fragrance. "What really engaged me is the pepper," says Daley. "The oak woodiness, those very deep naturalistic notes."

A personal project of Master Perfumer Jacques Chabert, a long-time Molton Brown collaborator of over 30 years, Re-Charge Black Pepper was created without a brief and refined over several years before submission to Molton Brown – something that resonates with Daley. "Before you make a garment, you have to understand the composition, what’s in that material, how it’s woven, how it’s structured. Then you build," he adds.

Jewellery designer and Vogue one-to-watch Gala Colivet Dennison is the final creative within the campaign, interpreting the brand's opulent, spicy Rose Dunes fragrance with metalwork contrasted with natural stones.

Inspired by Senior Perfumer Philippe Paparella’s memories of his grandmother’s rose crystal and living in Dubai, Colivet Dennison is said to have created a "visceral response via a wearable piece of art".

"I wanted to incorporate a weaving process," she says. "There’s an infinity to the woven technique, which paralleled with the sand and the desert."

The initiative represents Molton Brown's strategic move to assert itself as a "leader in the fragrance industry", attempting to engage a wider audience across all platforms as it focusses on growth in luxury fragrance.

By collaborating with prominent artists, the British brand is reinforcing its identity as a fragrance-first company, dedicated to crafting "memorable, sophisticated scents that inspire and resonate".

Beatrice Descorps, Global Vice-President of Marketing at Molton Brown, said: "Unveiling the Artists of Note initiative is a pivotal moment for Molton Brown and reflects our commitment to blending heritage with modernity.

"Since 1971, we’ve celebrated the artistry of our perfumers and the personal connection people have with fragrance. The Artists of Note campaign  perfectly highlights this unique relationship and anchors it in modernity, marking an exciting era for Molton Brown as we invest in and expand our role as modern luxury fragrance makers."

Priced at £140 each, the three fragrances featured within the new campaign are available online at Molton Brown, alongside its wider range of Eau de Parfums, Eau de Toilettes, body washes, home fragrances and more.