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Molton Brown

Revitalising a British Icon

Growth Opportunities

Defining Brand Philosophy

Retail Experience Design

Curating Retail Concepts

Holistic Brand Identity

Integrated Campaigns

Optimising Marketing

A portrait of John Cooper Clarke seated at a desk, wearing sunglasses, a gray blazer, a pink shirt, a red patterned scarf, and a flat cap, with a stack of books, a coffee mug, and a blue background.

The challenge

Molton Brown was paying the price of familiarity. It had become Middle England’s body wash of choice. But that was holding it back from elevating into the luxury space and establishing itself a leading fragrance business.

The spot

We discovered that the extraordinary quality of Molton Brown’s products comes from liberating the artistry of its perfumers. That internal truth chimed with the artisanal aspirations of a new segment of culturally curious customers who were searching for a more meaningful life style.

The approach

We relaunched the brand with a philosophy championing the pursuit of life enrichment. For the launch campaign we partnered with some of the most exciting and diverse British artists to explore through their personal craft, the meaning and memories evoked by Molton Brown’s icon fragrances.

The work

We partnered with 3 diverse artists, Poet Dr John Cooper Clarke, fashion designer Nicholas Daley and jeweller Gala Dennison,  to interpret Molton Brown’s iconic fragrances through their creative craft. This informed every corner of the brands’ experience, including their ESG strategy, by nurturing a new generation of creatives from under represented communities.

The services

  • Identifying growth opportunities and audiences
  • Defining your brand philosophy
  • Designing a connected retail experience
  • Curating new retail concepts and partnerships
  • Designing a holistic brand identity
  • Creating truly integrated Campaigns
  • Optimising your marketing calendar and ecosystem
A Molton Brown billboard under a tunnel featuring the "Artists of Note" campaign with Dr. John Cooper Clarke. The design includes a portrait of Clarke and a display of Molton Brown products against a yellow background.
“Since 1971, we’ve celebrated the artistry of our perfumers and the personal connection people have with fragrance. Artists of Note perfectly highlights this unique relationship and anchors it in modernity.”
Beatrice Descorps
Global Vice-President Marketing Molton Brown
A Molton Brown subway advertisement featuring the "Artists of Note" campaign with Nicholas Daley. The panels showcase Daley's portrait, a mannequin with a hat, a styled workshop scene, and a Molton Brown product on an orange background.
A man seated in a design studio surrounded by fabric rolls and paper patterns. He is dressed in a leather jacket, striped shirt, and a patterned cap, holding a product in one hand.
“Artists of Note marks an exciting era for Molton Brown as we invest in and expand our role as modern luxury fragrance makers.”
Beatrice Descorps
Global Vice-President Marketing Molton Brown
Molton Brown Coastal Cypress & Sea Fennel fragrance bottle placed on stacked vintage books, accompanied by crumpled lined paper against a mustard yellow background.
A handwritten poem titled "A La Recherche Du Temps Fond" placed on a cluttered desk with stationery items like a pencil, paper clips, sticky notes, and notebooks.
Molton Brown "Artists of Note" billboard featuring campaign imagery of Dr. John Cooper Clarke, Nicholas Daley, and Rose Uniacke, alongside product visuals and handwritten notes.
Molton Brown "Artists of Note" store display featuring Nicholas Daley, showcasing plaid patterns, tailoring tools, and a portrait of the designer in a creative studio setting.
Molton Brown "Artists of Note" display table featuring Dr. John Cooper Clarke's Coastal Cypress & Sea Fennel fragrance, promotional materials, and product packaging in a store setting.
Interior view of a taxi featuring Molton Brown "Artists of Note" backseat advertisements, showcasing promotional posters for Rose Dunes and Coastal Cypress & Sea Fennel fragrances.
Molton Brown subway poster campaign showcasing the "Artists of Note" series, featuring a designer in a studio setting and a bottle of Black Pepper fragrance on a minimalist orange background.
Molton Brown branded taxi promoting the "Artists of Note" campaign, featuring imagery of Dr. John Cooper Clarke, parked in front of a Molton Brown store on Fenchurch Street, London.
Molton Brown underground station advertising campaign featuring the "Artists of Note" series, highlighting portraits of contributors and signature fragrance bottles against dark and vibrant backgrounds.
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