a journey of the senses by FLACONNEUR
Jo Malone is back in the limelight once again with the recent release of a new fragrance line called ‘Jo Loves’. Malone sold her successful Jo Malone brand to Estée Lauder companies in 1999 after deciding that she brought the brand as far as she could. Malone’s career benefitted immensely from the success she had with the Jo Malone fragrance brand. She supported that line by remaining as the Creative Director until her departure in 2006.
Compelled to be in the creative driver’s seat once again, Malone launched her new line in London in November 2011.Malone explained that she felt the need to return to the creative process of fragrance making. She enjoys playing with scents as much as she enjoys playing with ingredients in the kitchen. Malone explains that this new adventure is about vibrancy and colour, which can be clearly seen through the choice in the packaging design with bright bold red boxes.
Malone has taken a different approach with this line. She is erecting what she calls “pop-up stores” where she is releasing one fragrance a day and once the fragrance is sold out, the doors on the stores are closed. Each fragrance will be produced in limited editions of 12,000 units. There seems to be a bit of global interests in Jo Loves fragrances, which is positive for the success of this new adventure for Malone. There are four fragrances in the new ‘Jo Loves’ collection:
There also will be two fragranced candles, Frangipani-Wild Reseda-Tuberose and Lemongrass-Amber-Tiare Flower. At this time, all of the new Jo Loves products will ship to the U.K. mainland only and scented candles will ship to continental Europe and North America. I extend best wishes to Jo Malone for much success in her new adventure.