Molton Brown is launching its first artisanal fine fragrance collection by taking customers on a virtual world tour.

This story first appeared in the July 29, 2011 issue of WWD. Subscribe Today.

The Navigations Through Scent lineup includes a quintet of unisex fragrances inspired by countries along the ancient spice route.

“I spent a year traveling to these destinations, and uncovered a host of unusual scent ingredients — all of which had a powerful influence on the creation process,” said Jennifer Jambon, principal perfumer for Molton Brown. “It was my dream to develop an artisanal collection that not only captured the essence of the Molton Brown brand, but also fragrances which resonated with the wearer in a unique and personal way.”

The journey, she noted, begins in what she calls the birthplaces of fragrance — Egypt, China and Indonesia — before moving to England, a key trade location, and then to the New World, as represented by Canada. All fragrances are 1.7 oz.

Iunu is inspired by Egypt, and its lead ingredient is white jasmine. It is a floriental spicy juice and will retail for $120. Lijiang, inspired by China, features osmanthus absolute, a flower native to China and prized there for its fruity-floral aroma. It will retail for $120. Singosari, invoking Indonesia, is a spicy woody juice built around patchouli, and retails for $100. Apuldre, inspired by England, showcases juniper berry and is a green-aromatic scent. It will retail for $100. The final scent, Rogart, represents Canada and its lead ingredient is fir balsam. Jambon noted that the woody-fresh scent is intended to juxtapose continental ice and heat, with the warm feeling of being inside while the weather outside is freezing. It will retail for $110.

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Each of the juices also carries the exact latitude and longitude points of the locale it represents. Jambon worked with Takasago and Fragrance Essentielles to produce the collection.

The line is intended for a niche fragrance consumer and in North America will be carried exclusively at Saks Fifth Avenue and Molton Brown’s own retail doors, which in the U.S. currently number five: three in New York City, one at the Mall at Short Hills in Short Hills, N.J., and one at South Coast Plaza in Costa Mesa, Calif. The collection will also be carried at moltonbrown.com. Promotional efforts include Fashion’s Night Out, as well as a scent journey with Qatar Airways.

While Jambon declined comment on projected sales, industry sources estimated that the collection could do about $2.5 million at retail globally in its first year on counter. Additional scents are in development and will join the lineup in the near future, said Jambon.

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