Molton Brown builds momentum for Eaux de Parfum with Fragrance Finder

By Charlotte Turner |

Molton-Brown-Eaux-de-Parfum-2019-leadFollowing two successful years in duty free and travel retail, UK luxury beauty brand, Molton Brown, reveals that it will continue to build on its heritage as a fragrance house with the debut of its new Fragrance Finder; a unique interactive profiling tool, in Cannes later this year.

 

The brand announced its intention to harness its rich fragrance heritage as it showcased a new collection of Eaux de Parfum in Cannes at the end of last year, bringing the brand’s total number of fragrances to 27 and ‘underlining its credentials as the new guard in British perfumery’.

 

Created with The Future Laboratory, the new profiling tool uses a shopper’s personality to pair them with a fragrance, “rather than the less-understood olfactory preferences used by most existing profilers,” insists MB.

 

Rosie Cook, Molton Brown Associate Director Global Travel Retail says: “Research has shown that smell is the least educated of our senses, so questions about what scents we like can result in an inaccurate way of pairing our customers with the perfect fragrance.”

 

TRBusiness recently interviewed Cook about the hotly anticipated EDP range at Molton Brown’s headquarters. Stay close to TRBusiness.com to hear all about it…

 

Molton-Brown-Eaux-de-parfum-and-fragrance-profiler-large

Created with The Future Laboratory, the new profiling tool uses a shopper’s personality to pair them with a fragrance, “rather than the less-understood olfactory preferences used by most existing profilers,” insists MB.

HUMANISING FRAGRANCE

“This new Fragrance Finder will give customers the opportunity to find the scent which perfectly expresses their personality,” adds Cook. “This is a revolutionary approach in fragrance profiling in the sense that it doesn’t get you to think about fragrance – rather to answer questions about yourself.

 

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One of Molton Brown’s ten ‘visionary perfumers’, Jacques Chabert.

“In the end, customers will learn as much about themselves as the fragrance that matches their personality.”

 

This concept of ‘humanising fragrance’ is in line with the brand’s legacy which has always been about individuality and ‘making every single customer look and feel unique since the very beginning in the 1970s’, insists Molton Brown.

 

“Molton Brown is a brand made by individuals for individuals; connecting the perfumer and the wearer through their fragrances and working hand-in-hand with 10 visionary perfumers from a variety of ages, backgrounds and experiences, in order to conceptualise truly diverse scents without demographic restrictions,” says Cook.

 

‘MORE ACCESSIBLE’

“For our on-counter teams and partners, it results in a better understanding of the customer and how to communicate with them.”

 

Through the Fragrance Finder, which launches in standalone stores and online on 28 August, Molton Brown hopes to make its range of fragrances more accessible.

 

The tool will be used in travel retail, initially within selected World Duty Free counters via tablets in Heathrow T3/T5, and Gatwick North, with the intention to roll out to more locations in the near future.

 

Molton Brown will reveal more about the Fragrance Profiler and their latest releases for travel retail to buyers in Cannes from Monday 30 September to Friday October 4.

 

For more information contact [email protected].

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