Molton Brown, part of Kao Corporation, is prioritising a fragrance-first approach to drive its next phase of growth in travel retail under its New Brand World strategy.
As reported, the concept features a revamped brand ecosystem and creative direction for the British fragrance house, developed in collaboration with creative consultancy Portas.
The revamp kickstarted in 2024 with the high-profile ‘Artists of Note’ campaign, which showcased Molton Brown’s commitment to artistic expression and storytelling.
According to the company, New Brand World has helped deliver a notable increase in its fragrance category mix and sales performance in travel retail.
It was boosted by the Christmas gifting campaign in multiple UK airport locations through November and December. The brand also highlighted its Contentainment collaboration with Avolta, which was unveiled at London Gatwick Airport last October.
This year, the Artists of Note initiative – supported by upcoming fragrance launches – will continue to elevate Molton Brown’s travel retail presence and spotlight its fragrance business.
Interview: Kao Cosmetics’ Mark Johnson on Molton Brown’s ‘New Brand World’ for the modern ageClick here to read our exclusive interview with Kao Cosmetics President of Business AEMEA and Molton Brown Global President Mark Johnson about the New Brand World revamp and Molton Brown’s ‘Artists of Note’ campaign.
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Molton Brown Associate Director Global Travel Retail Rosie Colleypriest said: “We are delighted with the early positive impact our New Brand World is generating within travel retail.
“Our new creative direction and refined brand identity has helped us connect with our travelling shoppers in a meaningful way and inspire new customers to explore and discover our brand.
“During the Christmas period we saw fantastic results from our gifting campaign which we brought to life across several of our travel retail locations.
“As we look to the future, we will continue collaborating with our retail partners to delight travelling customers with joyful experiences and unexpected surprises along their journeys.”
Travelling shoppers can expect new products and experiences, highlighted through bespoke activities including personalisation tailored by destinations.
Colleypriest added: “In order to meet the evolving needs of travellers, as well as support our retail partners, we are working hard to refine and refresh our retail space and product assortment.
“We have an exciting marketing calendar in place for 2025, which we will bring to life in the travel retail channel through high-impact campaigns designed to captivate and convert.” ✈
