British fragrance makers Molton Brown have proudly launched their new, made-to-last, refillable Infinite Bottle into travel retail. This latest innovation takes the sustainable offer for travelling shoppers to the next level and underlining the brand’s commitment to creating luxury with a conscious care for the wider world.
Infinitely recyclable, and crafted from 100% recycled aluminum,* the Infinite Bottle is sustainable inside and out, allowing customers to embrace a guilt-free, refined daily ritual. Each Infinite Bottle comes filled with one of Molton Brown’s three iconic fragrances, Re-charge Black Pepper, Fiery Pink Pepper or Coastal Cypress & Sea Fennel – all of which are formulated using sustainably sourced, RSPO-certified palm oil derivatives – and the bottle can be refilled over and over again to reduce waste.
As it is crafted from recycled materials,* the Molton Brown Infinite bottle reduces energy use by 95% and CO2 emissions by 83%, compared to virgin aluminum. When paired with the Molton Brown Refill Pouches, which debuted in travel retail last year, the Infinite Bottle helps customers to reduce their plastic footprint by 63% compared to using standard bottles.** Furthermore, the paper used for the recyclable outer carton and tag is made from 40% recycled materials and 15% agro-industrial waste, consisting of upcycled plant by-products from the food and drinks industry.
The stylish, minimalistic design of the Infinite Bottle is ergonomically shaped and fits seamlessly into any bathroom, underlining Molton Brown’s belief that sustainability and luxury go hand-in-hand.
Sophie Sponagle, Senior Global Account Manager, Travel Retail, Molton Brown, said: “At Molton Brown, we have been pioneers of positive luxury since the 1970s and we are delighted to bring the Infinite Bottle to travelling shoppers as the latest step in our ongoing sustainability journey.
“While creating luxury with a conscious care for the world has always been at the heart of our brand, we are hearing more calls from our consumers for greener packaging solutions. The launch of our Refill Collection in travel retail last year was wonderfully received and we are very pleased to extend our refill offer with this latest innovation.”
“We are committed to making a change, which is why our goal is to ensure that by 2030, 50% of what we sell is reusable or refillable.”
Sustainability has always been at the heart of Molton Brown, since its foundation in the 1970s, instilled by the brand’s pioneering founders in their salon in London’s South Molton Street. Today, Molton Brown keeps their spirit alive by ensuring its business continues to bolster its evolving sustainability commitments, including being 100% vegetarian and cruelty-free, never testing on animals, using the best sustainable natural ingredients and manufacturing all collections in England to ensure the highest quality standard and promote local and greener manufacturing. To ensure the latest in sustainable excellence, Molton Brown collections are also created with 50% RPET.
The Infinite Bottle launched in travel retail with key travel retail locations.
*Excluding the pump
** Standard bottles refers to a total of 1 x 300ml and 1 x 100ml plastic bottles
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