Molton Brown has long believed that sustainability and luxury go hand-in-hand and to celebrate its 50th anniversary the company is galvanising its vision to help the travel retail sector build a sustainable and vibrant future.
Fifty years ago, Molton Brown’s founders began creating products with the highest quality of ingredients, all imbued with a sense of conscious care and commitment – both for customers and for the wider world. Today, this vision is aligned with the modern travel retail shoppers’ desire for a more sustainable and ethical approach from the industry.
So, using knowledge and understanding built up over half a century of crafting mindful luxury for shoppers, Molton Brown is ready to lead the way. Sustainability is still at the heart of everything Molton Brown does. 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 says: “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.”
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.
To continue Molton Brown’s drive for sustainable excellence, ingredients for the collection were grown in once-abandoned underground tunnels, using remarkable hydroponic systems and LED technology. This means they are produced year-round in a controlled, pesticide-free environment, unaffected by weather and seasons.
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, to offer shoppers high quality excellence that they can rely on – both to treat themselves or a loved one.
This Christmas Molton Brown will further cement the brands position as the ultimate 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 cherish forever, from tree-free paper and recycled materials. The collection will be available in selected travel retail from November.
Creating the future
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 Ben Gurion Airport, Tel Aviv. This new location highlights the brand’s best-selling bath, body and home collections, complemented with selected fragrances, which meet the current shopper demand for luxury products that they can trust.
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 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 their strong domestic performance, in addition to exciting developments in the pipeline with Dufry.
“There is a bright future for travel retail,” Cook concludes. “We are completely committed to this market, and we are excited to bring our fifty-year heritage of creating sustainable, mindful luxury to bear for partners and shoppers in travel retail.”