Molton Brown is to launch an Eau de Parfum (edp) collection in September, part of the brand’s fragrance-first strategy in travel retail.
As reported, the collection was previewed at the TFWA World Exhibition in Cannes last October.
The edp range features a new packaging developed by luxury branding specialist Vincent Villéger. The packaging will also be rolled out across existing fragrances.
Molton Brown Global Marketing Vice President Beatrice Descorps said: “We are beyond thrilled to launch in the edp category in 2019. It’s a natural evolution for us.”
The company said the collection is one of a number of 2019 launches. Two new edt collections, Suede Orris and Geranuim Nefertum, are scheduled for the first half.
The company described the launches as part of a drive to develop its presence in the perfume category, both domestically and in travel retail.
In travel retail, the company has a fragrance-first policy. At the Cannes event, it noted that fragrances account for 10% of travel retail sales, compared to 7% of domestic.
Molton Brown Senior Manager Global Travel Retail Rosie Cook commented: “2019 will be a key year for Molton Brown within travel retail.
“Our new strategy, which puts fragrance firmly at the forefront of all our activities, is already proving to be a huge success and will only continue to evolve in the new year.
“Our unique and authentic fragrance stories, along with our focus on delivering personalised consultations, mean we can create memorable experiences for travellers built around fragrance discovery.”
