Molton Brown is set to demonstrate its latest innovations and ideas for increasing sustainability in travel retail at the TFWA World Exhibition & Conference in Cannes.

Visitors will be able to discover its new 1971 store concept at the industry event, which is taking place from 2-6 October. Plus, the company will be sharing the story of its 50-year heritage as artisan creators of British fragrance, alongside shining a light on its vision for a more sustainable and digitally engaged future.

A key feature of the display will be the Molton Brown Bottle for Life – a linchpin of the brand’s refill programme, which plays a key role in cutting beauty waste.

Sophie Sponagle, Interim Senior Global Account Manager, Travel Retail said the company’s exhibit location in the Riviera Village (RF15) will offer a “unique opportunity to show partners first-hand how together we can create a bright future for the travel retail beauty sector”.

“This site will give us a chance to bring our brand to life for visitors and delegates by letting them experience not just our brand heritage, but our vision for the future,” she said.

“Despite the challenges of the recent years, we are completely dedicated to the travel retail channel and the incredible platform and showcase it provides for all of us lucky enough to operate in it.”

Sustainability has been at the heart of the Molton Brown ethos since it began crafting fragrances from its salon in London’s South Molton Street in 1971, and it remains a top priority today.

The company will also be debuting its latest digital and omnichannel innovation at show, which utilises AR technology to bring the metaverse into travel retail stores.

This has been designed especially to bolster engagement and create a sense of excitement for today’s travelling shoppers.

Molton Brown is also holding a rooftop event during the week of the exhibition, offering a chance for its guests to further discuss plans and opportunities in a relaxed, social setting.