After successfully debuting at the TFWA World Exhibition & Conference last year, Molton Brown will return to Cannes to announce its 2018 strategy and unveil a new inflight exclusive.

“Being present last year offered the brand a fantastic platform to discuss with both existing and potential partners how we could work together to grow our respective businesses,” said Victoire Versluys, Brand Manager, Molton Brown.

“Cannes allows us to look into new opportunities, which is why we are returning this year.”

ENCOURAGING HALF-YEAR RESULTS

To date, the fragrance expert has seen encouraging results in the first half of 2017, with both new and core offerings performing well.

In 2018, it plans to ‘roll out its refined brand manifesto and refocus on its fragrance expertise and collaboration with some of the most-acclaimed master-perfumers’, as it aims to accelerate expansion internationally and into new channels.

In addition to unveiling its new strategic plans, Molton Brown will showcase its new inflight exclusive SKU range.

“Travel retail exclusive products are instrumental in our differentiation strategy; they give customers an additional reason to buy,” commented Versluys.

“We have seen very positive results with our Travel Retail Exclusive Body Wash set. We are confident that the addition of a new set of seven 50ml Body Wash SKUs, presented in a unique and elegant grey pouch exclusively for airlines, will boost these results.”

Currently, the brand’s inflight sales account for just over 3% of its travel retail business.

“Our ambition is to increase this to 7% of our total travel retail sales mix, with hero products featured on key, select airlines around the world,” added Versluys.