London-based cosmetics specialist Molton Brown will preview a selection of perfume launches at Cannes, following its announcement at last year’s event that fragrance will be at the heart of its travel retail strategy.
This approach is already paying dividends, the company said. Fragrances now account for over 10% of the brand’s sales within the travel retail channel compared to 7% in domestic stand-alone stores.
Though Molton Brown has always produced fragrances, the company is best-known for scented cosmetics such as bath and shower gels.
“These results are hugely encouraging, given that our fragrance collection has a relatively limited distribution at present,” said Molton Brown Global Travel Retail Senior Manager Rosie Cook. “We believe that there is significant additional growth potential for us in travel retail, within both airports and the inflight sector.”
This year, Molton Brown has been trialling its best-selling EDTs – including its signature Fiery Pink Pepper fragrance – with selected airline partners. Results have been “really positive” according to Cook, who believes the new launches can only drive this forward.
“The new launches scheduled for 2019 will play an instrumental role in re-establishing Molton Brown as a serious, authentic fragrance house. We are confident that this development will have a significant impact on our travel retail business.” – Rosie Cook
Molton Brown is confident that its 2019 launch portfolio will drive additional growth within fragrances and provide new opportunities for international expansion.
