Page 16 - EM PERFUMERY EDITION SUPPLEMENT

The TFWA show in
LAUNCH
Cannes to preview
the new fragrance

and the brand’s

growth strategy

MOLTON

LAUNCHES A NEW BROWN

LUXURY FRAGRANCE

COLLECTION

The TFWA show in Cannes this September is the showcase for the
latest evolution of the fine fragrance brand, Molton Brown. With
its British roots and Japanese ownership (it belongs to Kao, which Global travel retail strategy
also owns the Japanese premium skincare brand Sensai and the Molton Brown has recorded a
luxury haircare brand Oribe), Molton Brown’s new collection strong travel retail performance
has been inspired by the centuries-old Japanese tea ritual and in 2025, marked by double-
marks a bold new chapter in the brand’s olfactory story. To digit fragrance growth and
be launched in February 2026, this sensorial tribute has been a series of impactful brand
crafted by Senior Perfumer Mathieu Nardin. The fragrance has activations. Fragrance remains
a crisp, green opening, a heart of earthy matcha and green tea, a key driver for Molton Brown,
and a distinctive woody dry-down. Alongside Tea Ceremony, a with travel retail having a +20%
curated selection of bestsellers from its Fragrance, Body & Home year-to-date fragrance mix
collections will also be showcased, highlighting its signature growth and a 2% year-on-year
‘Cleanse Wear Live’ proposition and fragrance concept – offering uplift contributing to an overall
travellers a personalized scent experience across all categories. 14% year-to-date growth
in the fragrance category.
Highlights in the first half of the
year include a full Heathrow
takeover to support the launch
of the Bluebell & Wild Strawberry fragrance, featuring a
striking Contentainment site at T3, eye-catching windows and
wall wraps across all terminals and prominent placement in
the airport’s ‘Best of British’ digital screen campaign.
The Molton Brown flagship London Heathrow T3 boutique
also underwent a premium refit to further elevate the
shopper’s experience. The brand will also further consolidate
its travel retail footprint with a strategic focus on key locations,
14 as it continues to support long-term brand awareness and
sustained growth in the channel.