Molton Brown to showcase New Brand World in Cannes
Molton Brown’s fragrance-first focus will be highlighted at the upcoming TFWA World
Molton Brown is returning to the 2024 TFWA World Exhibition with a new stand location (Riviera Village, RE11), once again shared with sister brand SENSAI, also part of Kao Corporation.
Further driving the growth strategy of its cosmetics business, Kao unveils a New Brand World for its British luxury fragrance brand Molton Brown. Spanning a new brand ecosystem and creative direction, co-created with acclaimed creative consultancy Portas, Molton Brown’s New Brand World aims to solidify the brand’s leadership in the fragrance sector and engage a wider audience across all platforms.
The introduction of Molton Brown’s New Brand World is in line with Kao’s strategic focus areas and plays a key role as part of the company’s efforts to join up its capabilities and expertise in the categories of luxury fragrance and premium skincare with the establishment of “Kao Beauty Brands”. Harmonized through one leadership and vision designed to develop its AEMEA luxury portfolio, Kao Beauty Brands have chosen Molton Brown and SENSAI as a gateway into the four main growth-driving beauty categories of fragrance, skincare, makeup and body care.
Mark Johnson, President Cosmetics Business AEMEA, Kao and Global President Molton Brown, commented, “As we drive the growth of Kao’s Cosmetics Business in the AEMEA region, Molton Brown plays a pivotal role with its unique blend of heritage and innovation. The brand’s focus on luxury fragrance aligns perfectly with the projected growth in this segment. By investing in Molton Brown’s positioning in this category, we are setting the brand, and Kao, up for significant long-term growth and success.”
Introducing “Artists of Note”
Kicking off this New Brand World positioning is Molton Brown’s “Artists of Note” initiative, in which three British creatives have been invited to interpret one of the brand’s signature fragrances through their respective artistic mediums. Through this initiative – which will be spotlighted on the Cannes stand and at the brand’s Cocktail Party on Monday, September 30, Molton Brown reaffirms its long-standing commitment to the pillars of creativity and diversity that have been an integral part of the brand’s DNA since its inception in 1971.
Three British creatives have been invited to interpret one of the brand’s signature fragrances through their respective artistic mediums
Championing these core fundamentals and celebrating the unique sensorial power of scent and the artists behind Molton Brown’s most iconic scents, Artists of Note breathes a contemporary cultural energy into the brand’s approach to fragrance. The initiative centers three of Molton Brown’s most iconic fragrances: Re-Charge Black Pepper, Coastal Cypress & Sea Fennel, and Rose Dunes. Artists of Note shines a spotlight on how each and every person’s interpretation of scent is unique. For this initiative, Molton Brown invited three British creatives – self-proclaimed punk poet Dr. John Cooper Clark; award-winning fashion designer Nicholas Davey; and jewelry designer Gala Colivet Dennison – to interpret their fragrance of choice through their unique vision and medium.
Daley chose to express Re-Charge Black Pepper via signature designs influenced by his Jamaican-Scottish heritage. Dennison transformed Rose Dunes into a wearable piece of art true to her tough, sculptural aesthetic. And Cooper-Clark translated Coastal Cypress & Sea Fennel into an evocative poem, written and delivered in his signature rhythmic style.
Artists of Note was revealed at the end of August on Molton Brown’s social media channels, as well as through broader digital and print activations. The initiative will also be highlighted by an extensive out-of-home activation across London, covering several prominent city touchpoints, from September 9 to 22.
A fragrance-first focus
In line with Molton Brown’s fragrance-first focus, the Cannes stand will display the brand’s extensive scent portfolio, spotlighting the full EDP range and travel fragrance offer. Visitors to the stand will also get a chance to discover the new luxury fragrance from Molton Brown, which is launching in February 2025.
Molton Brown has long recognized the importance of its fragrance world as a way to drive growth, and recruit new travelling consumers via a high-value experience. The brand continues to explore new opportunities within the fragrance category in global travel retail, as demonstrated by its successful seasonal Summer Scents campaign at UK airports, in partnership with Avolta, which incorporated Beauty Stations and Must Have Tables across eight UK airports. In Cannes, the brand will share its ambitions for its next phase of travel retail growth, for both itself and its valued business partners, alongside its plans to reinvent its wholesale experience for customers as part of its geographic expansion.
Molton Brown Associate Director Global Travel Retail Rosie Colleypriest (née Cook), said, “This is such an exciting time for Molton Brand, with many new opportunities to explore within travel retail, as we highlight our heritage in a creative new way, and continue to bring fragrance discovery to life for travelers in this key channel.
“The TFWA World Exhibition in Cannes is the perfect place for us to showcase our vision for this next chapter. We look forward to connecting with both new and existing customers, to previewing our planned innovations, and to leveraging our business within the travel retail environment in ways that are beneficial for all stakeholders.”
