Jo Malone London: an inheritor and innovator

Jo Malone London is the eponymous fragrance brand of Jo Malone, founded in 1983 and sold to the Group Estée Lauder subsequently in 1999.

After selling her brand, Jo Malone still worked for the company as creative director until 2006 (Global Cosmetic Industry | May 2020). The absence of the founder didn't b

ring much influence on the brand because the latter has managed to keep its heritage by keeping the brand identity alive and by adding new features to improve the brand experience, even after Jo Malone created her new fragrance brand “Jo Loves” in 2011.

The brand's packaging or logo is mostly combined with black, white and cream colors. source: Instagram of jomalonelondon

The brand is characterized by its simplicity, authenticity, and sophistication.

The simplicity is embodied in the name of the products, its ingredients, and its scents, the fact that Jo Malone didn’t receive formal training in perfume creation before she founded her brand allows her to use the ingredients boldly and with imagination, the ingredients of the perfume are normally out of imagination and layered. Thus, the scents of the perfumes are natural and will relate you with a special memory, which is the inspiration of their stylists when creating a fragrance.

"Unexpected ingredients transformed into timeless scents, designed to layer." --- Jo Malone London (The Archive Collection)

The authenticity is embodied in the immersive experience when buying the products of the brand. At Jo Malone London, your experience is unique and be well concerned.

“None of our products are packaged, everything is custom made and gift wrapped. Personalization is inherent throughout the store.” --Jonathan Ferrari, the Executive Director of Global Store Design at Jo Malone London

The sophistication is embodied in the British culture that the brand represents, the limited-edition launches each year in March: the longing for a living in the countryside with a natural environment nearby (Lavenderland Collection on February 2020 and Wildflowers & Weeds collection on March 2019), the luxury status of British higher class(collection gents on October 2018/ collection absolu with 3rd fragrance released on April 2020) as well, etc.