How Jo Malone London differs from other fragrance brands?

Jo Malone London keeps up with trends in the perfume industry while maintaining its own personality. Its outstanding social media marketing, visual marketing and content marketing contribute to the increasing fame of the brand as well.

Jo Malone London Keeps up with trends in the perfume industry

The current perfume market has several trends:

“Consumers are starting to get ready to buy their fragrances online more and more”

The design of the official website of Jo Malone London is nearly perfect, which can be considered as a masterpiece incorporated by wonderful visual pictures and a reasonable layout. One can find the latest promotion and festival activity, different kinds of fragrances, product lines, its main differentiated value propositions, and the brand stories.

For the Chinese market, jo Malone London’s recently ranked 1st place in the double 11 worldwide festival promotion in the e-commerce platform Tmall.

source: Tmall

“Discovering perfume in person, with immersive retail experiences that may even be a blend of digital and physical.”

Back to the spring-themed exhibition of Jo Malone London: to exhibit its limited-edition Blossoms collection, Jo Malone London uses some glass showcase, inside which are the filtered scents corresponded to the newest fragrances of new collection, providing their customers an immersive experience with light and sound.

“Experiences where customers can have a more ‘hands on’ approach tend to be successful and memorable." - Jo Osborne, Director of Beauty & Concessions, Harvey Nichols

“While fragrances classified as ‘for men’ and ‘for women’ still dominate the market, these notions are being challenged with new global launches becoming positioned as accessible for all.”

Most of the brand’s fragrances are designed to be unisex. The most famous one must be Jo Malone Wood Sage & Sea Salt.

“The entire industry has undergone a shift – there’s more awareness about ingredients and also more beauty knowledge in general that is being shared across social channels.”

Jo Malone provides in its official website the educational contents of fragrance, such as

scents family, it provides also British culture-related content as well.

2. Jo Malone London maintains its own personality

In addition to catering to trends in the perfume market, Jo Malone London has its specialty as well, such as Scent Pairing and Gifting concept. Due to the fact that the brand provides not only the fragrances but also the bath, body care products such as bath oil, body/hand wash, car diffuser, etc, one can create simply his/her own special scents by combining 2 of the scents which brings a sense of uniqueness.

The gifting concept is also another competitive advantage of Jo Malone London. Not only can you develop your own perfume packaging for a loved one by engraving it, but you can also send your own wishes for your dear one by taking a short video shot.