Molton Brown celebrates success of New Brand World in travel retail
Capture the moment with Molton Brown and New Brand World in travel retail
Molton Brown is celebrating the successful launch of its New Brand World which is “already resonating strongly with traveling consumers”.
Incorporating a new brand ecosystem and creative direction, the revamped positioning was kickstarted by the high-profile ‘Artists of Note’ initiative, which 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.
According to Molton Brown, 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.
The Artists of Note initiative aims to raise Molton Brown's overall brand profile
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 optimizing the travelling shopper experience.
Rosie Colleypriest, Associate Director Global Travel for Molton Brown, said, “We are delighted with the early positive impact our New Brand World is generating within 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 and discover our brand.
“During the Christmas period we saw fantastic results from our gifting campaign which we brought to life across several of our travel retail 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 personalization, tailored by destinations.
“In order to meet the evolving needs of travelers, as well as support our retail partners, we are working hard to refine and refresh our retail space and product assortment," Colleypriest added. “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.”
