Molton Brown to highlight ‘fragrance first’ focus at TFWA WE in Cannes

By Faye Bartle |

Molton Brown

TFWA WE Cannes visitors can discover the Milton Brown offering at the company’ stand in the Riviera Village (RF15).

British heritage fragrance brand Molton Brown is returning to the TFWA World Exhibition in Cannes (2-5 October) to share its ‘fragrance first’ focus with partners and highlight the power of the fragrance category as a driver of growth.

“The TFWA World Exhibition in Cannes is always the best place to explore new opportunities in the travel retail sector and we are delighted to be returning to the Palais to connect with both existing and new partners and discuss our visions for the future,” said Sophie Sponagle, Travel Retail Sales Manager, Molton Brown.

“I am especially delighted that we are appearing at the show in partnership with Sensai, which is a really special opportunity for us to build both brands’ business in the market while also showcasing the power and opportunity presented by true partnership.

“Across travel retail, our airport and cruise business remains key, as we look on track to return to 2019 performance levels next year.

“However, we are also looking at new areas where we can capitalise on growing interest in the domestic market to leverage our fragrance expertise in a travel environment.”

Boasting a 50-year heritage, Molton Brown is set to showcase its fragrance expertise with its scent portfolio, which is ‘crafted to highlight the ideals of quality and individuality’.

On the Molton Brown stand in the Riviera Village (RF15), visitors can discover well-known scents such as Orange & Bergamot, Re-Charge Black Pepper or Coastal Cypress & Sea Fennel.

Delegates will also have a chance to discover the newest fragrance collection, Wild Mint & Lavandin, which is available now with selected Molton Brown travel retail partners.

Molton Brown

Despite challenges in the travel retail sector and the wider economy, Molton Brown has remained focused on re-energising its offer.

In Cannes, the brand is set to share with partners its plans to build on its heritage and leverage fragrance in a way that is ‘exciting and engaging for customers’ and which will ‘build business both online and offline’ for its partners.

This will be supported by a focus on its Iconic collections and a dedication to sustainability, which has been a hallmark of the brand since its inception in 1971.

Despite challenges in the travel retail sector and the wider economy, Molton Brown has remained focused on re-energising its offer and presentation in key locations over the past year, as seen in the unveiling of the new flagship store at London Heathrow Terminal 5 earlier this year.

With business set to return to pre-pandemic levels in 2024, the TFWA World Exhibition presents an opportunity for Molton Brown and partners to build for the future.

This year, for the very first time, Molton Brown will also put partnerships front and centre by sharing its stand with luxury skincare brand Sensai.

The two Kao-owned brands are working together to build on their existing partnerships and opportunities in the market to create a stronger business for each company, and enhance the fragrance and skincare offer across travel retail.

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