Luxury Public Relations / November 21, 2020
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Molton Brown- Britain’s luxurious fragrance bath, body, and home products
Revived the awareness among the connoisseurs and introduced new patrons
Context
Molton Brown is London’s most sought after brand for luxuriously fragranced bath, body, and home products. It opened its first store in the exclusive DLF Emporio Mall, in New Delhi, India. Since 1973 they have been famed for their innovative and memorable scents, making Britain’s first luxury fine liquid hand wash.
Communication’s narrative
The narrative was to showcase its repertoire of unique luxurious fragrances and to intimate its loyal customers about its launch in India. Molton Brown was very well known among the avid travelers who love to shop abroad during their trips. We also wanted to create a customer base of new consumers who aspire and appreciate luxurious fragrances.
Our strategy
Wishbox Studio ensured to communicate the correct message to the target audience and the stakeholders at the right time. We strategized to plant the launch news in both business and lifestyle media. Our core strategy was to not just launch the brand but to continue creating hype around it. The idea was to not just inform the consumers about Molton Brown’s product portfolio but also to let them know about the team and the master perfumer so that the credibility is maintained.
The “Solution”
One day prior to the launch Wishbox Studio had organized one on one meeting of the representative of Molton Brown with the select business press. The narrative was to discuss the expansion plans and to showcase why India was the perfect market for a luxury fragrance brand to enter at that time. The launch had witnessed a sit-down dinner of the select lifestyle media who were invited to experience the product at The Lodhi in New Delhi. Post the launch the products were planted in the articles on gifting thus ensuring Molton Brown to be the perfect gift for every occasion.
Outcome
Substantial articles were seen in Mint, The Economic Times, PTI, Grazia, GQ, Vogue, Elle etc. It was pervasive in all the stories on luxurious fragrances or gifting. Denizens in India were well informed about how their favourite fragranced bath, body and home brand was available in India to create the ultimate indulgent moments of escapism.
