Molton Brown has strengthened its travel retail offering by unveiling five new travel-retail exclusive sets – including one inflight exclusive – for spring 2020.
The British fragrance brand introduced the new lines during its presentation in the Majestic Hotel in Cannes last September.
“Cannes is always one of the biggest events of the year for us and we are thrilled to say that this year was one of our best ever,” said Molton Brown Associate Director Global Travel Retail Rosie Cook. “The reaction to these new lines and experiences was fantastic and we have had exciting discussions with partners about further developing Molton Brown’s standing as one of the premier fragrance houses in travel retail.”
The travel retail exclusive sets showcased some of Molton Brown’s most popular lines, adapted to the needs of the travelling customer. Some highlights include Coastal Cypress & Sea Fennel, the brand’s fastest growing fragrance collection; and its Indian Cress haircare collection, its top hair care product in the channel.
“Overall, these sets contributed in showing our strong commitment to the travel retail sector through their impactful and eco-friendly packaging as well as their tailored assortment.” – Molton Brown Associate Director Global Travel Retail Rosie Cook.
As part of the company’s efforts to reduce its impact on the environment, the sets also feature fully recyclable sleeves and cartons.
According to Cook, the travel retail exclusive sets further emphasise the brand’s commitment to the channel. She said: “Travellers tend to forget bringing hair toiletries on their journey, which makes this set quite convenient. Overall, these sets contributed in showing our strong commitment to the travel retail sector through their impactful and eco-friendly packaging as well as their tailored assortment.”
Molton Brown also gave trade media a first-hand experience of its Fragrance Finder profiling tool during the Cannes presentation. As reported, the digital tool foregoes the use of the traditional ‘olfactory preferences’ system used by other profilers. Instead, it aims to ‘reinvent the fragrance experience’ by humanising every aspect of the customer journey and streamlining the fragrance selection process.
The new ‘Fragrance Finder’ tool was launched online and in selected World Duty Free counters in Heathrow Terminal 3 and Terminal 5, as well as Gatwick Airport’s North Terminal. More locations will be added in the near future.
Here is a snapshot of our social media coverage during the Molton Brown presentation in Cannes
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report,Molton Brown’s story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media” Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team. Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy. |
