Molton Brown wins praise for an innovative and exciting new release in Cannes
London’s leading luxury fragrance expert, Molton Brown demonstrated its strong commitment to the travel retail market. They garnered praise from across the industry for their set of new releases during the TFWA World Exhibition in Cannes.
The brand introduced five new exclusive travel retail sets. Out of five, one is just for the inflight market. Also, Molton Brown debuted a new fragrance profiling tool, called Fragrance Finder.
“Cannes is one of the biggest events of the year for us & we can say that this was one of the best year ever. The reaction to these new lines & experiences was fantastic. Also, we have had exciting discussions with partners about further developing Molton Brown’s standing in travel retail.” said Rosie Cook, Molton Brown Associate Director of Global Travel Retail.
The new exclusive sets will make their debut in January 2020 or March 2020. It garnered industry praise for standout packaging at the show. Also, it praised for creating a balance of Molton Brown icons and newness to suit the demands of modern shoppers.
Industry partners appreciated Molton Brown’s decision to tailor the scents within these sets to the preferences of the travel retail shopper. Coastal Cypress & Sea Fennel is the brand’s fastest-growing fragrance collection. Whereas, Indian Cress being the company’s number one hair collection in travel retail. In addition to praising the luxurious look and feel of the TRX sets, they were delighted to see a hair collection as it is rare to see this with travel retail.
“Travellers tent to forget bringing hair toiletries to their travel, which makes this set quite convenient. Overall, these sets contributed to showing our strong commitment to the travel retail sector. The sets’ impactful & eco-friendly packaging, as well as their tailored-assortment, contributed along.” Cook added.
Meanwhile, the Fragrance Finder, which was also introduced in Cannes, has driven strong interest from industry partners. It offers a new, innovative approach to select perfumes. Visitors to the Molton Brown have highlighted the finder’s fun & interactive approach in helping customers find their perfect scent.
Industry partners identify the Fragrance Finder as a great conversation starter. A tool to drive shoppers engagement within a very limited amount of time, making the tool perfectly adapted to the travelling shopper’s profile. The accuracy of this smart profiler impressed the Industry partners. It provides both personality insight and personality-based scent recommendations.