Jo Malone London and its British roots
- mingminglin
- Nov 21, 2020
- 2 min read
Each brand has its tone of the brand. Nowadays, the development of digitalization produces more and more touchpoints between the customers and the brands, which not only causes high costs of visual marketing and also makes it more difficult to produce qualitative content marketing. Facing this challenge, to keep their tone of the brand and not to blindly cater to the market is the consensus of the luxury brands. And Jo Malone London is one of them.
One interview with Lester, General Manager of MAX Communication, a local advertising agency shows currently many brands apt to choose young idols as their brand spokesman with the aim of appealing the potential generation millennial customers when they are entering the Chinese market. Whether it's Cartier chose Luhan, Burberry bringing in Wu Yifan, or Yang Yang becoming the face of Guerlain… the brand is trying to connect with the Chinese young generation by choosing their favorite idols as the brand’s spokesman.
On the contrary, as a British brand, Jo Malone London always insists on emphasizing its British roots.
In 2015, Jo-Mallon invited British fashionista Poppy Delevingne to become the first Jo Malone London Girl, and the brand thought that Poppy Delevingne's cool and trendy taste and quirky British temperament were in line with the brand's spirit.
For the Chinese market, the brand didn’t choose its brand Ambassador until 2020, Liu Haoran is one of the most successful Chinese New Generation Actors, who captures lots of fans with his fresh aura and good taste. As we can see, this is exactly in line with the tone of the brand of Jo Malone London, the one that corresponds to the British gentleman.
Also, we can approve this point from the brand’s latest campaign video, what Jo Malone London wants to demonstrate are the fresh, high-class, unique characteristics, which differentiate the brand from other brands.
In addition, from the brand’s simple but elegant packaging(classic British style), the education bar of its website(Jo Malone London has a column called our house on its official website), one can see the effort that Jo Malone London has made to convey its British roots to its consumers. During the interview with advertising agency general manager Lester, she said the brand needs to educate its audience while doing its communication in order to get closer to its customer, to let their customer know what the brand image is and the tone of the brand. This is more important than sacrificing the tone of the brand to cater to the mass market.
by Mingming LIN
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