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Molton Brown makes big play for fragrance growth

Published
today Oct 4, 2018
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Beauty brand Molton Brown will be making a big play for the fragrance customer next year with the company set to launch new Eaux de Parfum in 2019 as it rebalances its portfolio that’s currently geared more towards toiletries/bodycare and home fragrances.


Fragrance will become much more important to Molton Brown



It’s a big move for the firm and was unveiled at the Tax Free World Association’s World Exhibition this week because the travel retail sector is of vital importance to the brand.

Its new series of EdPs won’t debut until next September but the arrival will come at a key time as it maximises its chances of a strong Christmas 2019 season. The company hasn’t previously marketed any EdP products and said that to be a significant player in fragrance, EDPs are essential.

Molton Brown said 2019 will be be its “year of fragrance” and will be an important step in making the most of a high value category. The scents are under wraps for now but will include both a women’s fragrance and one that’s gender-neutral. It’s five years since the company last launched a fragrance and the new launches will be just that - completely new.

There will also be a new look and feel for the brand with 1970s/London-inspired packaging.

And it looks like the overall fragrance move is a sign of strength rather than weakness with current trading up 8% and the travel retail channel 25% ahead.

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