It was in London in the early 90s that a young florist named planted the first seeds of what is now one of the world’s most luxurious fragrance brands. Having opened her first store in London’s Walton Street in 1994, the brand’s namesake sold her growing company to Estée Lauder five years later. In that time, Jo Malone London had become synonymous with luxury fragrances – a reputation Estée Lauder has continued to nurture ever since it acquired the brand. In its aim to deliver the best service and quality products, the quintessentially British” brand has developed several unique service philosophies that cater to Jo Malone London’s most discerning customers and set it apart from its competitors.
The Art of Fragrance Combining
One of the distinguishing factors of Jo Malone London is its bespoke fragrance philosophy, which encourages consumers to layer a couple of Jo Malone London scents to create one that suits them. The brand encourages experimenting with fragrances, but guidance for those that don’t know where to start with fragrance combining. Jo Malone London’s Fragrance Combining Menu categorises fragrances according to their notes, allowing customers to choose complementary scents.
Jo Malone London’s lifestyle director Debbie Wild travels around the globe promoting the brand’s service pillars, including The Art of Fragrance Combining. I love the clean freshness of Amber & Lavender topped with the warm notes of Nutmeg & Ginger – the combination is perfect to wear every day and its special smell reminds me of home,” Wild says of her favourite fragrance combinations.
The Art of Gift Giving
It goes without saying that Jo Malone London’s cream and black packaging is iconic. Recognisable, luxurious and timeless, the packaging is all part of the thoughtful presentation Jo Malone London is famous for. According to the brand: From the first moment the iconic gift bag with signature bow is received, a sensorial journey begins … A Jo Malone London gift is the perfect pleasure, a luxurious way to create a lasting memory.” To the industry, it’s good branding; to the customer, it’s an experience.
Jo Malone has pioneered The Art of Gift Giving.
Scent Surround
In addition to personal fragrances, Jo Malone London offers scented candles, living colognes and linen sprays. The brand campaign to go with these products is known as Scent Surround, which encourages clients to create ambience in various rooms in their home using Jo Malone’s lifestyle products.
It’s these brand pillars that have seen the Jo Malone brand go from stand-alone London store to being available in 28 countries across the globe. Most recently, the brand opened a new flagship home in London’s West End. To create the ultimate setting for Jo Malone London, the brand commissioned renowned interior designer Rose Uniacke who turned the space into the quintessential Jo Malone London experience.
This is not merely a new headquarters, this is a flagship for the brand and epitomises our sense of elegance and welcome,” says global general manager Jean-Guillaume Trottier. We are, at heart, a British brand. And what could be more magnificently English than a beautiful Georgian building flooded with light and character.”
The interior of Jo Malone London's new flagship location.
Uniacke says she designed the space with the brand in mind. I have used the colours atmosphere, spirit and understated luxury of Jo Malone London. The walls and ceilings reflect the iconic style of the boxes and are velvety, chalky and soft. The curtains are luxuriously full and rich, with loose layers of linen on top.”
With the opening of this new flagship, Jo Malone London is entering into a new era of luxury – one where fragrance is presented as not just a personal scent, but an experience tailored to the individual.
The interior of Jo Malone London's new flagship location.