A Perfumer Panel: Molton Brown x CEW
Alongside the launch of Molton Brown’s 12 new EDPs and 15 repackaged EDTs in September 2019, I ran an event in collaboration with Industry Award body CEW in order to support the brand’s fragrance credentials with an Industry-facing event. This provided a unique opportunity bringing four of their perfumers together in one room to discuss their individual fragrance industry experiences (something not previously done by any brand). Master Perfumer Jacques Chabert, Senior Perfumer Carl Chabert, New Gen Perfumer Jérôme di Marino and New Gen Perfumer Maia Lernout provided fascinating and differing experiences in their careers. Mediated by Kathleen Baird-Murray, soon to be Contributing Editor at Vogue, the discussion dove into the perfumery careers of our perfumers thus far. Questions for the perfumers had been preset by myself (and then discussed with Kathleen) before being shared with the perfumers. Equally I managed the presentation with Mintel and CEW.
Guests were welcomed to New Covent Garden Hotel with breakfast hospitality and an array of the full EDP collection to sample. After the chance to network, the discussion took place in the theatre room with time at the end for questions. Every guest took away two samples of the iconic Recharge Black Pepper and Fiery Pink Pepper EDPs (creations of Jacques Chabert and Carla Chabert) and the matching bath and shower gels respectively.
Supported by Mintel’s new research on evolution within the fragrance industry, Margaux Caron, Global Beauty Analyst, presented statistics clearly showing that fragrance is going through a major change in the modern climate with customers becoming more drawn to niche fragrance that express their individuality rather than commercially driven blockbusters. Attendees heard how this project was worked on through the voices of the four Molton Brown perfumers who each brought their own stories and creative flair. We asked how the industry has evolved over time in response to changes in customer behaviour and demand and their journeys to get to where they are today. With a focus on creative freedom and expression, the perfumers create fragrance by individuals for individuals. The perfumers shared how they work, what inspires them and how they create their fragrances with Molton Brown.
Attendees such as Harrods, Jo Malone London and Estée Lauder joined us alongside industry insiders such as Caroline Neville MBE, President of CEW. We received fantastic feedback from everyone (Caroline commented that’s she felt ‘extremely privileged to be in a room with so many perfumers at once’ having never seen another brand do this before).
We sold over the initial proposal due to demand and had a total of 57 guests turn up (compared to 59 tickets sold) which is the best percentage of turnout they have ever had. Newly appointed Managing Director of CEW UK and previous Associate Publisher of British Vogue, Sallie Berkerey was also extremely pleased with the event.
Leading up to the event, we had three solus emails go out to CEW’s industry insider database as well as on their social media (3.7k+ followers). We had a feature on their events page on their website. In addition Kathleen Baird-Murray mentioned us on her social media (11.7k+ followers), giving us fantastic exposure to her beauty audience.
Credits:
Photography by Kurt Rebry