Molton Brown and Harding+ partner for Artists of Note campaign onboard P&O Cruises’ Iona and Arvia
The pop-ups celebrate Molton Brown’s Artists of Note initiative, inviting guests to experience fragrance as an art form via interactive displays, cabin drops and GWPs.
British luxury fragrance brand Molton Brown has partnered with cruise retail specialist Harding+ to create pop-up activation spaces onboard P&O Cruises’ Iona and Arvia Excel class ships. The experiences are running on both vessels from January until March.
Central to the pop-up experience is Molton Brown’s innovative Artists of Note initiative, first revealed in September 2024. The concept invites creatives from various disciplines to reinterpret hero Molton Brown fragrances through their own artistic perspectives, positioning perfumery as an art form and perfumers as creators.
The three-month Harding+ promotional sites are showcasing three of Molton Brown’s signature fragrances: Re-Charge Black Pepper, Coastal Cypress & Sea Fennel and Rose Dunes.
In addition to the fragrances, passengers are invited to discover the full portfolio of bath and body products for each fragrance. These are showcased within a dedicated space that highlights the Artists of Note new brand vision and creative direction.
Enhancing the onboard experience, Molton Brown is using cabin drops to offer complimentary 1.5ml samples of its signature scents. In addition, passengers who purchase a 100ml eau de parfum can receive a 40ml Fiery Pink Pepper Hand Cream gift with purchase.
According to the brand, early results indicate that the pop-ups have been successful, engaging thousands of travellers and connecting with both new and existing customers.
With a capacity of around 5,200 and an estimated 20,000 passengers per month on each ship, both Iona and Arvia have provided excellent visibility, Molton Brown said.
Harding+ Chief Commercial Officer Linzi Walker commented, “Our partnership with Molton Brown exemplifies the power of cruise retail in delivering immersive and engaging brand experiences, and we are thrilled to be working together on this exciting activation.
“With extended dwell time onboard, guests have a unique opportunity to explore and connect with the Artists of Note initiative in a way that isn’t possible in traditional retail spaces. These pop-ups on Iona and Arvia not only showcase Molton Brown’s exceptional fragrances, but also create a multi-sensory discovery experience, demonstrating how brand activations can elevate and enrich the cruise retail journey.”
“We are delighted to partner with Harding+ to create these personalised promotional spaces and invite P&O Cruises’ guests to discover our Artists of Note series,” added Molton Brown Head of Business Development, Global Travel Retail Sophie Sponagle.
“In line with our objective to build brand awareness in the channel, we are committed to exploring all new opportunities within travel retail. This latest collaboration has allowed us to present a curated selection of products within an elevated yet engaging environment, in order to deliver another exceptional fragrance discovery experience to a new passenger demographic.” 
