Molton Brown to Become 'Fragrance-First' with Launch of New Campaign

As part of a strategic brand evolution, Molton Brown is repositioning itself with a clear directive: to be recognized as a fragrance-first brand. To do this, they are launching its ‘Artists of Note’ campaign.

Kao Corporation, a global leader in beauty and personal care, is reinforcing its growth strategy in the Cosmetics Business by unveiling the New Brand World for its iconic British luxury fragrance brand Molton Brown. Spanning a new brand ecosystem and creative direction, co- created with acclaimed creative consultancy Portas, Molton Brown’s New Brand World aims to solidify the brand’s leadership in the fragrance sector and engage a wider audience across all platforms. Kicking off this new positioning, Molton Brown launches the “Artists of Note” initiative, in which three British creatives have been invited to interpret one of the brand’s signature fragrances through their respective artistic mediums.

The launch of Molton Brown’s New Brand World is in line with Kao’s Global Sharp Top business strategy, demonstrating a continued prioritisation of investments in sectors where Kao can establish a leading market position through high-value offerings and unique market propositions. It also supports its Cosmetics Business’ strategic focus on the growth categories of luxury fragrance and premium skincare.

“As we drive the growth of Kao’s Cosmetics Business in the AEMEA region, Molton Brown plays a pivotal role with its unique blend of heritage and innovation. The brand’s focus on luxury fragrance aligns perfectly with the projected growth in this segment. By investing in Molton Brown’s positioning in this category, we are setting the brand - and Kao - up for significant long-term growth and success.” comments Mark Johnson, President of Cosmetics Business AEMEA at Kao and Global President at Molton Brown

The introduction of Molton Brown’s Artists of Note initiative will signal a new area for the brand and is an initial step as part of their strategy to further build its leadership in the fragrance category and grow its global footprint. It is aimed at driving awareness and reaching a wider customer base, complementing other strategic investments including an enhanced Wholesale channel strategy and expansion into further global markets.

Through Artists of Note, British luxury fragrance brand Molton Brown reaffirms its long-standing commitment to the pillars of creativity and diversity that have been an integral part of the brand’s DNA since inception in 1971. Championing these core fundamentals and celebrating the unique sensorial power of scent and the artists behind them, Artists of Note breathes a contemporary cultural energy into the brand’s approach to fragrance. Going back to the brand’s fundamentals of advocating for creativity and artistry in all its forms and celebrating the unique sensorial power of fragrance and the artists behind them, Artists of Note reveals Molton Brown’s unique approach to fragrance.

Artists of Note evolves around three of the most iconic Molton Brown fragrances: Re-charge Black Pepper by Jacques Chabert, Coastal Cypress & Sea Fennel by Carla Chabert and Rose Dunes by Philippe Paparella. The initiative shines a spotlight on how each and every person’s interpretation of scent is remarkably unique, made all the more apparent through the individual interpretations of the scents by three British creatives: self-proclaimed punk poet Dr. John Cooper Clark, award-winning fashion designer Nicholas Daley and jewellery designer Gala Colivet Dennison. Solidifying its position as a British luxury fragrance brand, Artists of Note is not a campaign, but a refreshed perspective that Molton Brown will continue to build upon into 2025 and beyond.

“Unveiling the Artists of Note campaign is a pivotal moment for Molton Brown and reflects our commitment to blending heritage with modernity. Since 1971, we’ve celebrated the artistry of our perfumers and the personal connection people have with fragrance. The Artists of Note campaign in collaboration with Portas perfectly highlights this unique relationship and anchors it in modernity, marking an exciting era for Molton Brown as we invest in and expand our role as modern luxury fragrance makers.” shares Beatrice Descorps, Global Vice-President of Marketing, Molton Brown

The introduction of Molton Brown’s New Brand World plays a key role as part of Kao’s efforts to join up its capabilities and expertise in the categories of luxury fragrance and premium skincare with the establishment of “Kao Beauty Brands”. Harmonised through one leadership and vision designed to develop its AEMEA luxury portfolio, Kao Beauty Brands have chosen Molton Brown and Sensai as a gateway into the four main growth-driving beauty categories of fragrance, skin care, make-up, and body-care.