Pure Beauty

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

By Sarah Parsons | Published: 15-Jun-2020

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.

You may also like