Fragrance-first focus set to drive next phase of channel growth
FEBRUARY 2025. The landmark launch of Molton Brown’s New Brand World is already resonating strongly with travelling consumers.
Incorporating a new brand ecosystem and creative direction, the revamped positioning was kickstarted by the high-profile ‘Artists of Note’ initiative, which seamlessly showcased Molton Brown’s commitment to artistic expression and storytelling. This exciting new approach injected fresh contemporary cultural energy into the brand’s extensive portfolio – and fits perfectly with its clear fragrance-first focus.
Molton Brown’s New Brand World has already helped to deliver a notable increase in its fragrance category mix and sales performance in travel retail, boosted by a successful Christmas gifting campaign in multiple UK airport locations in November and December 2024. The brand has also hailed the success of its first Contentainment collaboration with Avolta, which went live in Gatwick South last October.
In 2025, the Artists of Note initiative – supported by new fragrance launches – will continue to play a pivotal role in further elevating Molton Brown’s presence in travel retail, spotlighting its fragrance business, and raising its overall brand profile. These accomplishments align with the brand’s objectives of cementing its fragrance authority, leveraging its unique fragrance worlds, and optimising the travelling shopper experience.
“We are delighted with the early positive impact our New Brand World is generating within travel retail,” commented Rosie Colleypriest, Associate Director Global Travel Retail. “Our new creative direction, and refined brand identity, has helped us connect with our travelling shoppers in a new, meaningful way and inspire new customers to explore & discover our brand.
“During the Christmas period we saw fantastic results from our gifting campaign which we brought to life across several of our TR locations. As we look to the future, we will continue collaborating with our retail partners to delight travelling customers with joyful experiences and unexpected surprises along their journeys.”
This year, travel retail customers can expect exceptional new launches and experiences, highlighted through bespoke and engaging activities, including personalisation, tailored by destinations.
Colleypriest concluded. “In order to meet the evolving needs of travellers, as well as support our retail partners, we are working hard to refine and refresh our retail space and product assortment. We have an exciting marketing calendar in place for 2025, which we will bring to life in the travel retail channel through high-impact campaigns designed to captivate and convert.”
