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

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

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 . . .

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