'Fragrance has moved away from hyper-masculinity': Molton Brown on the evolution of male grooming

By Sarah Parsons | Published: 15-Jun-2020
Fragrance Male Grooming Retail

The British luxury brand has removed gendered marketing to broaden its appeal to all personalities

You need to be a subscriber to read this article.
Click here to find out more.
Sixtine D’Herlincourt

Sixtine D’Herlincourt

As non-essential stores reopen their doors across England, Father's Day on Sunday 21 June is the first holiday in months that consumers have the opportunity to browse and hunt for that perfect gift.

An opportunity to engage shoppers of both genders in men's-targeted products, Father's Day is also a time for brands to reflect on their strategy to involve men in the cosmetics industry.

Here, Sixtine D’Herlincourt, Associate Director of Global Marketing Activation Molton Brown, details the

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.
  • Companies:
  • Kao Group
See more

You may also like

Fragrance

Molton Brown overhauls brand identity to focus on fragrance

Read more
Fashion designer Nicholas Daley, jeweller Gala Dennison and punk poet Dr John Cooper Clarke have been named as ambassadors for the British beauty brand

Trending Articles

  1. The Body Shop appoints CMO and CFO to drive growth post-acquisition Penny Brook and Sally Dowling have joined the British beauty retailer’s executive leadership team, with the aim to bring the company back to its former glory
  2. Tyler the Creator to launch Golf le Fleur in UK The musician’s lifestyle brand will make its European debut on 2 December
  3. Space NK to open debut Liverpool store in June It comes after Space NK opened the largest store in its portfolio following an extensive refurbishment to its west London outlet
  4. Chanel N°5 unveils new campaign starring Margot Robbie and Jacob Elordi Margot Robbie succeeds Marion Cotillard as the new face of fragrance
  5. Sephora’s ambitious plan to open 20 UK stores by 2027 The LVMH-owned retailer’s Global President and CEO, Guillaume Motte, wants to ramp up Sephora’s UK expansion plans to challenge established players

Upcoming event

Cosmoprof India 2024

5-7 December 2024 | Mumbai, India See all

You may also like

Fragrance

Molton Brown overhauls brand identity to focus on fragrance

Fashion designer Nicholas Daley, jeweller Gala Dennison and punk poet Dr John Cooper Clarke have been named as ambassadors for the British beauty brand
Colour Cosmetics

Kate chooses Tokyo for debut global flagship

The store’s location in Shibuya brings it closer to younger beauty shoppers and tourists visiting the commercial district in west Tokyo
Fragrance

Molton Brown pioneers candle customisation for Christmas gifting

Owner Kao’s floating linear decoration processing technology is being used for the first time for personalised decoration of scented candles
Retail

Kao Corporation to open first-ever Sensai flagship store in China

The ‘experience-based’ store in Shanghai is part of the Japanese conglomerate’s plans to boost Sensai’s reach in the Asian market
You need to be a subscriber to read this article.
Click here to find out more.
Body Care

Cosmetics Business Picks: 10 fragrance and beauty launches to know in September

Cosmetics Business looks at the hottest fragrance, skin care and cosmetics launches which have hit store shelves in September
Colour Cosmetics

Male beauty sales surge 77% driven by celebrity launches and Gen Z

Nail care, skin care and fake tan saw the biggest sales growth among UK men, thanks to the likes of Harry Styles’ Pleasing and Idris Elba’s S’able Labs
Manufacturing

Kao accelerates sustainability initiatives to achieve plastic-free by 2050

As part of its sustainability goals, Kao created a new production method which allows the company to use film recycled from used refill packs for new product packaging
Subscribe now