For Jo Malone, fragrance is her identity. Malone, who received a Most Excellent Order of the British Empire in 2018, built not one fragrance empire but two – first with her namesake Jo Malone label, and now with Jo Loves. Inside Retail asked Malone why it was important to include her name in her brand once again and she answered, “I think it was important for me personally as I wanted to claim identity for my creativity.” “I truly love being an entrepreneur and I love to be creative whic
tive which Is why I wanted to make my mark again in the world with Jo Loves,” explained Malone. The red dot stamped across the brand’s products is Malone’s creative seal of integrity. Jo Loves is not a comeback nor is it a second act for Malone – it is a love letter to the fragrance industry. Fragrance as story Malone’s synaesthesia frames the way she experiences the world and in turn, imagines and formulates fragrance products. Synaesthesia is a condition where the brain routes sensory information through multiple senses, and for the serial entrepreneur, it means she can attribute visuals to specific scents. “I start with a story and a memory. I then build the story, instead of using words I use scent notes and I imagine the colours of the story and these, as I have synaesthesia, translate into smells,” Malone detailed. Malone’s love for storytelling extends beyond the creation of Jo Love’s product line and into the consumer’s purchase experience. “Storytelling is incredibly important to me, and this is translated into everything I do, which is why having this in-store immersive experience really brings the brand to life and creates a ‘first kiss’ moment with the customer,” said Malone. “I wanted customers to have a moment where they discovered the brand for the first time and remembered the experience forever. Almost like a first kiss!” Scent as art Malone is one of the most esteemed fragrance artists in the industry and is responsible for creating some of the world’s most loved perfumes. Her personal approach to painting people with scents and teaching customers how to build their own scent palette translated into the creation of Jo Loves’ immersive in-store tapas bar and fragrance paintbrush product. “We have something called a Fragrance Paintbrush at Jo Loves which is a fragrance gel that is recyclable, refillable, and perfect for on-the-go scenting,” said Malone. “It is a brand-new product that allows everyone to become a scent artist and to paint their life wherever life may take them.” While the fragrance paintbrush is a tactile product customers can purchase, the in-store tapas bar is an immersive experience designed to introduce the brand to customers. “I wanted the Fragrance Tapas to be everyone’s ‘first kiss’ with the brand,” Malone said. “The Fragrance Tapas experience is designed to amuse your nose and scent your skin and to help you pick your favourite fragrances.” “Now every time we open a new door anywhere in the world, we always make sure that there is a Fragrance Tapas bar in the space so that our customers can continue learning about the brand and have fun with fragrance.” Bricks-and-mortar and department store counters play a huge role in selling luxury fragrances but Jo Loves takes in-person retail to new levels with its bespoke fragrance tapas, shot candles and scent-layering experiences. Jo Loves is sold at beauty counters all over the world but has a flagship store in London’s Elizabeth Street and now a stand-alone store in The Strand Arcade Sydney. “Having a physical presence that represents all my values and love for fragrance makes such a big difference to the customer experience.” Perfume as beauty Perfume’s ability to be an attainable luxury has made it one of the most popular categories in the beauty industry. “Beauty and fragrance is all about enhancing your day-to-day and making you feel absolutely wonderful in your own skin,” Malone said. Scent and in turn perfume are extremely personal purchases which is why people buy fragrances with personal style, identity and memory in mind. “Fragrance is like a beautiful luxury accessory. It’s like a beautiful belt or a handbag. The power of fragrance and its relationship to our memories build a strong interest in the category,” elaborated Malone. Indeed, for Malone, luxury fragrance is not only a beauty category but a love language. “Jo Loves was a statement about how much I love the fragrance industry and how I love what I do,” she concluded.