British luxury fragrance house Molton Brown is set to return to the TFWA World Exhibition in Cannes (Riviera Village, RE11) to showcase its latest brand concept and product innovations.
The brand will again share a stand with premium skincare specialist Sensai, both owned by Kao Corporation.
Called New Brand World, Molton Brown’s new initiative was designed to advance Kao’s cosmetics business growth strategy. The concept features a revamped brand ecosystem and creative direction, developed in collaboration with creative consultancy Portas.
The goal is to reinforce the fragrance house’s position in the category and enhance its presence across all platforms.
The launch of this brand concept aligns with Kao’s strategy and is a key step in integrating the company’s expertise in luxury fragrance and premium skincare segments under the Kao Beauty Brands platform.
As part of its plan to expand its luxury portfolio in the AEMEA region, Kao Beauty Brands has chosen Molton Brown and Sensai to target key beauty segments, including fragrance, skincare, makeup and bodycare.
Kao President Cosmetics Business AEMEA and Molton Brown Global President Mark Johnson said: “As we drive the growth of Kao’s Cosmetics Business in the AEMEA region, Molton Brown plays a pivotal role with its unique blend of heritage and innovation.
“The brand’s focus on luxury fragrance aligns perfectly with the projected growth in this segment. By investing in Molton Brown’s positioning in this category, we are setting the brand – and Kao – up for significant long-term growth and success.”
Artists of Note
Molton Brown’s New Brand World debut features the Artists of Note initiative, showcasing three British artists to recreate one of the brand’s signature fragrances. These are self-proclaimed punk poet Dr John Cooper Clark; award-winning fashion designer Nicholas Daley; and jewellery designer Gala Colivet Dennison.
To be highlighted at the Cannes stand and the brand’s Cocktail Party on 30 September, this concept underscores Molton Brown’s commitment to creativity and diversity, key aspects of the brand since it was founded in 1971.
Artists of Note brings a modern cultural element to Molton Brown’s approach to fragrance, highlighting its core values and the distinctive sensory qualities of its signature scents. The initiative centres on the brand’s three best-selling expressions – Re-Charge Black Pepper, Coastal Cypress & Sea Fennel, and Rose Dunes.
Daley’s Re-Charge Black Pepper designs are inspired by his Jamaican-Scottish heritage, while Dennison reimagined Rose Dunes as a piece of wearable art reflecting her bold, sculptural style. Cooper-Clark crafted a rhythmic poem to capture the essence of Coastal Cypress & Sea Fennel.
Artists of Note made its debut in August via Molton Brown’s social media channels and through broader digital and print activations. The initiative will also be promoted by an extensive Out of Home activation across London, covering several prominent city touchpoints, from 9-22 September.
A fragrance-first focus
Reflecting Molton Brown’s fragrance-first focus, the brand’s Cannes showcase will include its wide fragrances selection, highlighting its complete EDP collection and travel retail offers.
The brand is set to introduce a luxury fragrance in February 2025.
Molton Brown has continued to leverage its fragrance portfolio to drive growth and attract new consumers in the channel through high-value experiences. It is actively seeking new opportunities in global travel retail, as shown by the recent Summer Scents campaign in the UK, in partnership with Avolta. The campaign featured Beauty Stations and Must Have Tables across eight airports.
At the Cannes show, the brand will reveal its vision for the next phase of travel retail growth for itself and its partners, alongside its strategy to enhance the wholesale experience for customers as part of its geographic expansion.
Molton Brown Associate Director Global Travel Retail Rosie Colleypriest said: “This is such an exciting time for Molton Brown, with many new opportunities to explore within travel retail, as we highlight our heritage in a creative new way and continue to bring fragrance discovery to life for travellers in this key channel.
“The TFWA World Exhibition in Cannes is the perfect place for us to showcase our vision for this next chapter. We look forward to connecting with both new and existing customers, to previewing our planned innovations and to leveraging our business within the travel retail environment in ways that are beneficial for all stakeholders.” ✈️
