Kao’s Molton Brown unveils personalised, ‘unrestrained’ fragrance collection as it pushes for Asian expansion

By Amanda Lim

- Last updated on GMT

Molton Brown is set to launch a new range of 27 fragrances as part of its fragrance-first strategy. ©Kao
Molton Brown is set to launch a new range of 27 fragrances as part of its fragrance-first strategy. ©Kao
Fragrance specialist firm Molton Brown is set to launch a new range of 27 fragrances in September as part of its fragrance-first strategy to strengthen brand recognition and expand business operations in Japan and Asia.

The new collection will consist of Molton Brown Eaux de Parfum and Molton Brown Eaux de Toilette.

Molton Brown offers a range of high-end lifestyle products, including bath and shower gels, hand washes, hair care products, with a focus on bold fragrances and stylish packaging.

With the launch of the new luxury fragrance collection, Kao aims to re-establish Molton Brown as a fine fragrance house in Asia.

“Based on the concept of ‘made by individuals, for individuals’, the scents were created purely with an individual wearer in mind, unrestrained by traditional concepts of age, or gender,” ​said Kao in a statement.

Design and technology

The brand engaged world-renowned packaging designer Vincent Villeger to design the packaging for the new collection, which was inspired by the brand’s origins in the 1970s in Mayfair, London . Each bottle comes with a unique bottle cap.

To facilitate personalisation, the company developed an interactive profiling tool to help individuals select a fragrance.

According to the company, this will include an analysis of emotional responses, sensory stimuli as well as expert consultation to ensure every consumer can find their ideal fragrances.

The new service is scheduled to start at the brand’s Shin Marunouchi Building outlet and its online website consecutively.

Global expansion

The British luxury lifestyle brand was acquired by the Kao Corporation in 2005, and currently operates in 72 countries around the world, as well as in hotels and airlines.

In 2018, Kao selected the brand for its G11 portfolio, a group of 11 brands, including Sensai and Kanebo, which were hoped to help the company accelerate its growth globally.

The firm is currently actively expanding the brand into new markets. Most recently, it unveiled its flagship store in New Delhi, India.

Moving forward, the firm plans to promote the brand through the travel retail channel, as well as the airline and hospitality sector in Japan and around Asia.

This will allow the brand to reach foreign consumers and cultivate a relationship with them, said the company in a statement.

This is the latest brand that Kao is mobilising to further globalise its cosmetics business. In June, Kao announced that it was establishing its ‘super-prestige’ brand, Sensai, in Asia, in order to capitalise on the growing demand for luxury beauty.

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