Having founded one of Britain’s most famous fragrance brands in the nineties, Jo Malone MBE went on to sell her eponymous company to Estée Lauder before launching her second company – Jo Loves – in 2011. And as part of her ‘Week With SheerLuxe’, asked the beauty mogul ten things you may not know about her latest brand...
1. The London Shop Has History
The Jo Loves boutique on Belgravia’s Elizabeth Street is where Jo had her first job as a florist at the age of 16. The building stood unused for years before Jo and her team moved in in 2011. The rest, as they say, is history.
2. Every Fragrance Has A Story
The Jo Loves collection bottles the aromas, moments and memories that inspired Jo. From walking barefoot in the sand and riding her horse in Montana (the inspiration behind Smoked Plum & Leather) to warm, liquid caramel and richly decadent truffle, each fragrance tells its own story.
3. It All Started With Pomelo
Pomelo, a crisp, mouth-watering fragrance, was the brand's first ever scent, and remains a bestseller today. As Jo herself says, “Inspired by memories of summer holidays; white sandy beaches, fresh linen sheets and sparkling iced water, I surround myself with Pomelo wherever I go. It’s the fragrance that causes people to stop me in the street to ask what I’m wearing.”
4. The Brand Experience Is Unique
Forget your standard fragrance blotter – a trip to the Jo Loves boutique is an experience like no other. Book in for the Fragrance Tapas to get to know the brand’s cult scents; playing on all senses, expect bath colognes served from steaming tagines and olfactory concoctions in martini glasses.
5. It’s Playful
Three years in the making, Jo Loves’ clever Fragrance Paintbrushes are a totally new way to wear scent. The gel cologne formula dries in seconds and is ideal for those on-the-go or travelling. The Pomelo Fragrance Paintbrush is an SL fave – use it to refresh throughout the day, or layer with your favourite scent for a hint of summer freshness.
6. It’s An Industry Leader
As well as a whole host of unique scents, Jo Loves continues to be a leader in beauty innovation. For example, the brand was the first to launch a Bath Cologne – designed to scent your skin and leave your body feeling soft without sticky, heavy or oily, it’s a bath-time game-changer.
7. You Can Create Your Own Candle
Whether it’s the smell of a Mediterranean garden, a summer cocktail or the scent of home, book in at the Jo Loves boutique for the opportunity to create a bespoke scented candle with two parts – a shot and a base, both in a scent of your choice. Your final concoction will slowly burn through both shots for a unique sensory experience.
8. The Scents Can Be Customised Too
Whether you’re a Pink Vetiver fan or can’t live without No 42 The Flower Shop (a bouquet of fresh blooms and crushed green leaves that celebrates the story behind the Jo Loves store), each and every fragrance can be mixed and matched for a bespoke scent. For a summer-ready offering, try misting the new Graffiti Body Sprays – available in Fig, Grapefruit, Tuberose and Vetiver – over your favourite fragrance.
9. It Has Something For All Seasons
While Red Truffle 21 is a winter staple, we’re coveting the newly launched Orange Blossom this summer. Inspired by the South of France – Jo’s favourite travel destination – the fragrance is packed with orange blossom, mandarin, neroli and petitgrain to create a fresh floral scent that’ll have you hooked.
10. The Red Dot Is Important
Ever wondered what the red dot on the Jo Loves packaging symbolises? It’s Jo’s seal of approval, so rest assured each and every one of these cult scents won’t disappoint.
The first 50 customers to book in for complimentary Fragrance Tapas will also receive a Pomelo Luxury Travel Hand & Body Cleanser and Lotion with any purchase made on the day.
T&Cs: Available instore only at Jo Loves from 1 June 2018 until 30 August 2018. Customers must quote ‘SheerLuxe’ when booking. To book, call +44 (0)20 7730 8611.
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