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 TFWA World Exhibition in Cannes.

“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. 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.

Original source - The Moodie Davitt Report

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