Molton Brown has revealed its new Eaux de Parfum and Eaux de Toilette range has exceeded expectations in duty free and travel retail.

As reported, the launch of the range in the channel presents the brand with an opportunity to recruit new ‘niche fragrance lovers’, millennials or ‘xennials’ in particular. The collection entered GTR, online and standalone stores on 28 August 2019 and was promoted using bespoke marbled creations from artist Lucy McGrath in the travel retail and duty free market.

Mark Johnson, Global President, Molton Brown told TRBusiness: “We have finally launched this long awaited Eaux de Parfum and Eaux de Toilette range and it has exceeded our expectations at every stretch, most importantly in terms of customer engagement and the way consumers are receiving, engaging and talking about the fragrance range. Certainly, the numbers are there to show that it is far exceeding our wildest expectations.”

SPLIT CUSTOMER MIX

According to Johnson, the company’s customer mix is split 50:50 between existing customers it has had long relationships with and those new to the brand. “There are those customers who are excited to see an Eaux de Parfum range which is more complex and experiential and not just sort of an extension of the Eaux de Toilettes by dialling up concentration.

“Then, there are about half of our customers which do not enter into the brand through bath/shower, which we have historically been known by, but are coming to us a true fragrance house.”

The new launches are entirely incremental to existing Molton Brown business. He explained: “We have a number of different initiatives we are working into the launch, from rolling out what generation two of the fragrance profiler will look like, to extensions of the range that will obviously continue to drive momentum.”