London fragrance expert, Molton Brown is returning to Cannes on a high as the great momentum it experienced last year continues into 2017. After successfully showcasing its range of unique and luxurious fragrances for the first time in 2016 at the Majestic Hotel, Molton Brown will be returning this October to announce its 2018 strategy and enable buyers to experience and interact with this iconic brand.
Victoire Versluys, Brand Manager, Molton Brown, comments, “We’ve seen encouraging results in the first half of this year across all partners, with both our core offering and newness performing well, especially the new Coastal Cypress & Sea Fennel collection whose results are exceeding our 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.”
This year, more than ever, Molton Brown’s ambition is to accelerate its expansion both internationally and into new channels. “Cannes allows us to look into new opportunities, which is why we are returning this year. Being present last year offered us a fantastic platform to discuss with both existing and potential partners how we could work together to grow our respective businesses. We are very much looking forward to another successful and insightful week this year,” adds Versluys.
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. Adds Versluys, “The exciting new line extensions and collections, as well as the way we will present them to our partners will reflect this evolution. We have designed our showroom to really immerse our partners in the universe of the brand and encourage them to discover our fragrances in a holistic way.”
In addition to unveiling its plans for 2018, Molton Brown will also be showcasing its soon-to-be launched Inflight Exclusive SKU. “We have had a very encouraging inflight debut since we first launched last year with Ambassadors. Currently, our inflight sales are just over 3% of our TR business; our ambition is to increase this to 7% of our total TR 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.” says Versluys.
For those that want to hear more about the brand and its success in travel retail, please email either of the below contacts to secure an appointment or enquire about the drop-in sessions that Molton Brown will be hosting in its showroom from 3rd to 5th October from 6pm.