Strong Cannes feedback buoys Molton Brown ahead of 2020 TREX launches

By Luke Barras-hill |


Molton Brown received plaudits for the luxurious and sustainable credentials of its TREX sets.

Molton Brown has reported one of its most successful TFWA Cannes ever as it prepares to roll out five new and exclusive travel retail sets into DF&TR next year.

Rosie Cook, Associate Director, Global Travel Retail, Molton Brown said: “Cannes is always one of the biggest events of the year for us; the reaction to these new lines and experiences was fantastic and we have had exciting discussions with partners about further developing Molton Brown’s standing as one of the premier fragrance houses in travel retail.”

The British beauty and personal care introduced the five sets – one of which is for inflight only – plus a new fragrance profiling tool at TFWA Cannes. The inflight set will launch in March and the others in January.


Industry stakeholders have reacted favourably to the gift sets, particularly the luxurious and sustainable packaging (cartons and sleeves are fully recyclable) plus the firm’s decision to match scents to specific shopper profiles.

Executives also expressed strong interest in the Fragrance Finder and its fun and interactive approach in helping customers select their preferred scent.

“This represents a great way for teams to engage shoppers offering a personalised experience pre-purchase on travel retail counters,” added Cook.

Molton Brown received compliments on the Fragrance Finder, namely it is a good conversation starter and tool to drive shopper engagement.

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