Molton Brown and Avolta bring spring-inspired Contentainment experience to Heathrow

UK. British fragrance and personal care brand Molton Brown has joined forces with Avolta to unveil a Contentainment experience in Heathrow Airport Terminal 3. 

Running until 30 April, the activation highlights Bluebell & Wild Strawberry – the latest addition to Molton Brown’s Artists of Note series, which celebrates the brand’s dedication to artistic expression and storytelling. 

As reported, the Contentainment partnership builds on the high-profile advertising wall campaign for Bluebell & Wild Strawberry, launched across Heathrow terminals 2, 3, 4 and 5 in March. 

Molton Brown has also introduced must-have tables in Heathrow terminals 2 and 5, as well as at London Stansted Airport, showcasing the new fragrance and its spring gifting collections. 

At London Heathrow T3, the pop-up adopts a blue, purple and green colour scheme, reflecting the Bluebell & Wild Strawberry fragrance’s spring character. Visuals from the campaign are integrated throughout the space. 

A standout element is Molton Brown’s partnership with London-based designer Ancuta Sarca, who interpreted the fragrance through a pair of velvet-and-leather deadstock mules. 

The installation includes three-dimensional bluebell displays and a shoe plinth shelf with fragrance testers, echoing Sarca’s creative take on the seasonal theme. 

The Contentainment site features the full Bluebell & Wild Strawberry range, comprising an Eau de Parfum (100ml), Bath & Shower Gel (300ml), Body Lotion (300ml) and assorted springtime gift sets. 

To support conversion, Molton Brown is offering two gift with purchase offers. Travellers who spend £120 receive a complimentary 7.5ml eau de parfum, while those spending £150 receive the travel-friendly scent along with a limited-edition tote bag. 

Molton Brown Associate Director Global Travel Retail Rosie Colleypriest said, “Our first Contentainment collaboration, which took place in London Gatwick South Terminal last year, was very successful. I am thrilled to once again be partnering with World Duty Free to support the launch of our new Bluebell & Wild Strawberry fragrance. 

“This colourful pop-up perfectly demonstrates our commitment to creating memorable and luxurious experiences for our travelling consumers.  

“This activation has been designed to capture the artistry and essence of this very special new scent. It invites shoppers to experience the beauty of springtime through exclusive gifts and personalised touches.”