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Published
Sep 5, 2018
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Jo Malone unveils first namesake scent for Jo Loves to celebrate 25 years in fragrance

Published
Sep 5, 2018

As she approaches her 25th anniversary in the fragrance sector, Jo Malone is focusing on her experience and personality with her latest launch, which is the celebrity perfumer’s first-ever namesake fragrance, called Jo by Jo Loves.


Jo Malone


Her fragrance portfolio under the Jo Loves brand is best known for its influential scents built around (and named after) their natural ingredients. But it’s interesting that Malone is now positioning herself as the focal point of the new launch. From Pat McGrath to Kylie Jenner, beauty entrepreneurs are finding that they themselves are often their best marketing tools with a strong focus at present on brand founders in campaigns or in the stories around new products.

The new product “pays tribute to precious moments of the past, present, and future, and ties together two of [Malone’s] favourite things - her signature colour red via a bold glass bottle, and grapefruit, her most cherished ingredient.”

Malone said of the launch: “Over the last 25 years, I have created fragrances for many reasons, but this one, I created for myself. Grapefruit has always been my calling card and a source of inspiration, from the first bottle I smelled in Paris over 30 years ago, to the treasured moments of building my first business and the adventures it brought with it.”

Jo by Jo Loves joins an evolving collection of luxury products, including candles, bath, body and the fragrances which are most closely associated with the brand. 

As well as grapefruit, at the top it features bitter orange, lime and spearmint, with a heart of hedione and black pepper and a base of guaiac wood, cedar wood and vetiver. It retails from £70/$105 for a 50ml bottle to £115/$170 for 100ml.

Malone has been a key influencer on the fragrance market since the 1990s and sold her eponymous company to Estée Lauder Cos in 1999 where it continues to be a star brand in the Lauder portfolio. After leaving Lauder in 2006, she later launched Jo Loves as “an innovative new scent, bath, body and candle collection inspired by the memories and moments in life that she loves.”

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