New Fragrance & Update: Jo Loves “Pops Up & There’s an App for That”

Jo Malone has debuted her new fragrance label, Jo Loves, in London. The collection of four fragrances has launched at Selfridges and at a new Jo Loves pop-up store on Mayfair’s South Audley Street, according to Women's Wear Daily.

This is the first entree into the digital world and sub-branding for the Company whose last fragrance Wild BlueBell signaled a change ahead.

There are four new fragrances — Pomelo, which  Jo Malone describes as “clean and crisp”; Green Orange & Coriander; Orange Tulle and Gardenia. The fragrances will retail $148 for the 100 ml. fragrance (pricier then the original line).  The flacon is a heavy contemporary style glass bottle;  the new scents are packaged in deep red boxes with a black Jo Loves logo. According to a Company spokesperson, the jus is “a fragrance,”  (with a concentration of 12 percent natural ingredients which could be considered an EDP meets an EDT). No notes are disclosed and I can only speculate that the nose is Christine Nagel, but not sure.(Editor's Note it is Jo Malone)

 Jo Malone  is creating a multi-sensory experience for its customers; in Selfridges, customers can experience each fragrance by entering a “pod”, which will remain in the store through Dec. 28. Once inside, they can press a button to be misted with the different fragrances, while a video of Malone talking about the inspiration for that fragrance plays.

 
And those that visit the Jo Loves Web site, joloves.com, can view and contribute to an "online mood board of their favorite smells, called I Love". Visitors can view others’ images or upload their own images to the site, and other contributors can “love” an image by clicking on it, or comment on the image. The I Love site is also available as a smart phone app. Initially, Jo Loves will be available to customers in the U.S. and other European countries via the Jo Loves Web site. 

Michelyn Camen, Editor in Chief

Editors Note:  Jo Malone sold the Jo Malone Ltd. brand she created to Estée Lauder Cos. Inc. in 1999, and left the company in 2006. It was strange reading the WWD  article because it  refers to  Jo Malone Ltd. as "her". I substituted  The Company instead of her name. I met Ms. Nagel in 2010 and we hope to review all four  fragrances sometime soon.

BREAKING NEWS I checked with the Company:

"Jo Loves is not associated with Jo Malone Ltd. Jo, our creator and founder, stepped down from Jo Malone Ltd in 2006, and therefore is no longer affiliated to the Jo Malone brand."-Jo Malone PR

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4 comments

  • kathleen says:

    Gimmicky, but some people like that. Remains to be seen, if they are doing it to detract from the fact that the scents have no substance and are overpriced. I am interested in trying the Green Orange & Coriander and the Gardenia (of course). I do like the original Vintage Gardenia. I’ll definitely check out the website. Thanks

  • Michelyn Camen says:

    Official from Jo malone “Jo Loves is not associated with Jo Malone Ltd. Jo, our creator and founder, stepped down from Jo Malone Ltd in 2006, and therefore is no longer affiliated to the Jo Malone brand”.

  • Feliciag says:

    I want to try the gardenia.
    I will check this out as well but I thought the prices had been reasonable and the increase puts them in a new budget range IMHO. In my twenties, I could afford Jo Malone (if I ate ramen noodles for two weeks afterwards) but the new line would have been too much for my budget. I was a young perfumista with no money. I just hope that the brand keeps its doors open for the next generation of ramen noodle gals:)