Molton Brown leveraged TFWA World Exhibition 2018 to highlight the UK house’s fragrances, showcasing upcoming scents and previewing a new collection featuring redesigned packaging.
At the Cannes event in 2017, Molton Brown explained that fragrance would be at the heart of its travel retail strategy. In the lead-up to this year’s Exhibition, the company stated that this approach was already paying dividends, with fragrances accounting for 10% of travel retail sales, compared to 7% of domestic.
Molton Brown Brand Manager Victoire Versluys noted a “very positive” year in travel retail with profits up +25%. She added that the UK was a particularly strong market within the channel.
In line with the fragrance-first strategy, Molton Brown has a number of new fragrances launching in 2019. Suede Orris and Geranium Nefertem, two EDTs, will launch in March and May respectively.
Later in the year, Molton Brown will release a collection of high end EDPs designed to establish the brand as a serious fragrance house. Rather than an extension of the EDT range, these will be new scents – though with familiar Molton Brown ingredients and signatures, explained Versluys.
Creative Consultant Vincent Villéger was chosen to create a completely new packaging concept for the Molton Brown fragrances (both EDT and EDP). An expert in luxury packaging, his design is decidedly high end and markedly different from the current aesthetic.
Speaking at the event, the designer explained that he was inspired by the heritage of the brand as well as its British identity. The concept reflects the creative spirit of London in the 1970s (the decade Molton Brown was founded).
The new bottles, expected to launch in September 2019, are topped with semi-precious stone spheres and feature the words ‘Made in England’.
Molton Brown Global Marketing Vice President Beatrice Descorps commented: “We are beyond thrilled to launch in the Eau de Parfum category in 2019. As both London’s fragrance authority and a luxury British brand, it’s such a natural evolution for us.
“Having created an inspiring Eau de toilette collection in collaboration with the world’s most inventive perfumers over the years, our pioneering, challenging spirit has stirred us to enter this elevated Eau de parfum world.”
