Brand Manager Victoire Versluys said the company had seen “encouraging
results” in the first half of this year across all partners, with both its core
fragrance offering and newness “performing well”, especially the new Coastal
Cypress & Sea Fennel collection, whose results are exceeding its
expectations. “Delivering an overall fragrance experience and giving more
visibility on-shelf to alternative categories, such as home fragrances, is
definitely paying off, as it gives extra value to our partners,” she enthused.
This year, Molton Brown’s ambition is to accelerate its
expansion both internationally and into new channels. 2018 will see the brand
roll out its refined brand manifesto. Building on its heritage and legacy, it
will see the brand refocus on its fragrance expertise and collaboration with
some of the most acclaimed master perfumers.
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| Molton Brown Coastal Cypress & Sea Fennel edt |
New body wash set for airlines
Molton Brown is also set to launch an inflight-exclusive product.
“We have had a very encouraging inflight debut since we first launched last
year with [airline distributor] Ambassadors Choice,” said Versluys. “Currently,
our inflight sales are just over 3% of our travel retail business; our ambition
is to increase this to 7% of our total travel retail sales mix, with hero
products featured on key, select airlines around the world.
“Travel retail exclusive products are instrumental in our
differentiation strategy; they give customers an additional reason to buy. We
have seen very positive results with our travel retail exclusive body wash set,
so we are confident that the addition of a new set – seven 50ml body wash skus
from our best-selling fragrances, presented in a unique and elegant grey pouch,
exclusively for airlines – will boost these results.”
Expertly blended in London, Molton Brown’s collection of
signature fragrances for men and women, bath and shower gels and home and hand
care luxuries incorporates vibrant colours and bold scents. Carefully sourcing
ingredients from around the globe, each creation is composed by the world’s
best perfumers.
