December 7 2021  |  Fragrances, Cosmetics, Skincare & Haircare

Molton Brown aims to help build sustainable future for travel retail

By Laura Shirk

Festive joy: Molton Brown’s Stocking Filler Gift Collection

British luxury fragrance brand Molton Brown is celebrating its 50th anniversary with a pledge to help the travel retail sector build a sustainable and vibrant future.

Sustainability is key to Molton Brown. The brand has never tested on animals since 1971 and has been Leaping Bunny-approved since 2012. All collections are 100% vegetarian and 97% vegan. All the products are free from parabens, phthalates and microbeads, and all 300ml Bath, Body and Hand collection bottles are made from 50% recycled PET, with plans to extend to smaller sizes.

Rosie Cook, Associate Director, Global Travel Retail & Export, Molton Brown said: “The travel retail sector has suffered the most challenging 18 months any of us have ever known. But signs of recovery are appearing all over the world and now is the time to seize the opportunities ahead of us.

“We believe a focus on sustainability is going to be vital for all brands and stakeholders within this sector as we build our new future. A conscious care for the world has been at the heart of Molton Brown for half a century and we are excited to continue sharing our new products and ideas with the industry to inspire and engage shoppers around the world.”

A varied and exciting offer

As well as expanding its travel retail footprint, Molton Brown is continuing to deliver a varied and exciting offer for travel retail shoppers.

In August the brand launched its Botanical Hair Care Collection. Inspired by Molton Brown’s heritage of creating natural hair care products, the new collection offers salon-quality, luxury haircare, in line with the demand from shoppers for products which deliver both excellence and ethical production.

In line with the modern shoppers’ desire to buy less but buy better, Molton Brown is also redoubling its focus on its iconic bath, body and home collection.

Festive collection

This Christmas Molton Brown will cement the brand’s position as a gifting destination with a limited-edition collection of festive gift sets, housed in classic, 1970s-inspired gift boxes.

As part of the brand’s dedication to reducing waste, the gift boxes are created to keep and are made from tree-free paper and recycled materials. The collection hit the shelves in selected travel retail outlets from November 2021.

Despite the industry challenges, Molton Brown is continuing to invest in new travel retail opportunities both domestically and globally. In September, the company opened a new unit in Tel Aviv Ben Gurion Airport highlighting the brand’s best-selling bath, body and home collections, complemented with selected fragrances.

The brand has also recently signed a contract with distributor Tairo International, with a view to retailing in the Caribbean and Mexico, while there is ambition with Duty Free Americas beyond existing sites in New York JFK and Miami airports.

As the travel retail recovery continues, Molton Brown is looking forward to 2022, with a focus on the Middle East to complement its strong domestic performance, in addition to exciting developments in the pipeline with Dufry.

“There is a bright future for travel retail,” Cook concluded. “We are completely committed to this market, and we are excited to bring our 50-year heritage of creating sustainable, mindful luxury to bear for partners and shoppers in travel retail.”

REGION Europe

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