Jo Malone Digimind

The covid-19 pandemic not only impacted people’s health, livelihood, but affected the economic sector massively. Obviously, JO MALONE, just like many other big corporations, couldn’t outrun the devastating power of the epidemic.

As we can see, using Digimind, starting from March 2020 to August 2020, the company has suffered noticeably low mentions, compared to previous months due to the global health crisis. The brand regained some mentions during September 2020 because of the end of lockdowns, but failed to remain trendy, as the mentions dropped lower than the previous lockdown. This might be the consequence of the second lockdown, but also JO MALONE’s fault, as the brand couldn’t shift and adapt to the pandemic to stay relevant and keep being mentioned even during difficult times.

JO MALONE’s customers are aged between 26 to 40 years old, as young adults are those who buy perfume the most, that’s where the brand wants to compete in.

In the sentiment section, we will notice that customers are overall satisfied with the brand, as 65% of the people have shown a positive sentiment to the brand. Only 8% of them have had a negative impression of the brand.

Furthermore, if we look at the most used emojis when mentioning JO MALONE, we can clearly see that those are globally positive and joyful emojis as ✨ (sparkle) and ❤️ (red heart) are the top stated ones, signifying that the brand is well beloved.

Let’s now focus on where these mentions come from:

- USA coming on top with 8% of the overall mentions. We can’t help but notice that this is one of the main markets of the brand.

- Following with Thailand with 7% of the mentions. As the fragrance market in this country is steadily and rapidly increasing each year, it isn’t hard to see why the brand got so many mentions there.

- China and England coming third (both 5%). JO MALONE has a relatively good brand image in the eastern countries and as the Chinese population’s purchasing power have been massively increasing over the years, mentions could increase considerably in the future. It isn’t surprising of why England got to be in the same spot as China, as the brand’s founder was originally British. The company left a good impression in his home country.

In conclusion, even thought the pandemic impacted JO MALONE’s notoriety, the brand still got a well reputation and brand image is nevertheless positive. The company should now adapt and change the way it operates to be more visible during the current crisis to keep the mentions coming.

by Yi Shan

30/11/2021

Drawing by Flore Brault

Diptyque’s international brand strategy

Black calligraphic letters in a white oval: more than an aesthetic, a trademark.

The luxury House Diptyque is mostly known for its sumptuous and expensive interior candles, a “high perfumery” niche market which they pioneered 60 years ago. Although the candle activity remains the emblematic activity of the brand, half of Diptyque’s activity is dedicated to cosmetic products, such as perfumes and face & body lotions.

In 2005, Fabienne Mauny was appointed Executive director when the three founders of the brand sold Diptyque to a giant American investment fund specialized in small luxury cosmetic brands. It was at that moment that the brand saw its business take another dimension.

Diptyque has not only made itself a place in the French market; in fact, 85% of its sales are generated internationally.

Their strategy? No publicity and relying purely on “intuition”, with no marketing budget nor communication investment. However they are not completely absent on social media (Facebook, Twitter and Instagram), as they still have to communicate on their brand and their latest releases. Thanks to their multi-lingual e-commerce website, they have been able to reach customers on a global scale, but they refuse to invest in any form of publicity to promote their brand.

They have managed to build themselves a strong reputation due to high quality of their products , and they hence have the benefit of being quoted in beauty magazines and of appearing on famous influencers Instagram accounts, with no commercial binding contract.

The company has been creating a name for itself over the past 10 years, for example, by developing its own stores in carefully selected places. The impressive results demonstrate a presence throughout 45 countries, including China, with 1200 points of sale and 70 of their own points of sale.

Fabienne Maury argues that it is the direct contact with their clients which enables them to promote the brand and explain their product offering. Diptyque enjoys organizing house events to which some celebrities are invited, and with whom they entertain good relations. They also master the art of pop-up stores and ephemeral boutiques which will offer their range of products and perfumes, combined with exhibitions on its story and creative workshops.

I hope you enjoyed reading about Diptyque’s international brand strategy, and stay tuned to hear more in depth about the role of art for Diptyque’s brand strategy.

By Clara O'Mahony

29/11/2021

References

https://www.beaboss.fr/Thematique/export-international-1057/entreprise-exportatrice2033/Breves/monde-enflamme-Diptyque-347745.htm

https://www.carnetsduluxe.com/en-continu-hp/diptyque-en-plein-export/

https://www.capital.fr/entreprises-marches/diptyque-la-petite-marque-de-luxe-qui-cartonne-1361756

https://www.diptyqueparis.com/fr_fr/c/pionnier-de-la-haute-parfumerie-part2.html

Nowadays History Jo Malone

What is your first impression when talking about perfume?

What brands that firstly crush in your mind?

My answer is jo Malone, the reason why I am into this brand is JO MALONE is my first bottle of perfume given from my mom.

Thanks to my study life in Britain, I have opportunity to learn more about the real aspect of Jo Malone. In my aroma diary, JO MALONE plays an important role.

Brand story of Jo Malone

1994 born

The British Jo Malone is a talented perfumer. Like many cosmetic brand founders, Jo Malone's mother also works in a beauty salon. Jo Malone has learned to make perfume by herself since she was a child. When she grew up, she worked in a flower shop during the day and made faces in her kitchen at night. Once, she prepared a nutmeg and ginger-scented bath oil for customers, but it was very popular. Someone bought 100 bottles for a party. As a result, 86 of the guests who attended the party asked Jo Malone buys the same bath oil.

Since then, Jo Malone began to formally develop perfume, although she has not received any training in this area; perhaps because she has not received formal training, her perfume has its own style. Compared with other famous perfumes, Jo Malone's perfume notes are very simple, often only one or two main notes. She likes to use scents such as citrus and vetiver, which are often layered on top of each other.

1999 Acquired by Estee Lauder

Jo Malone's perfume was appreciated by the owner of Bergdorf Goodman, a high-end department store in New York, and entered this top luxury store. Soon, Estee Lauder acquired most of Jo Malone's shares.

2003 disease

Only three years after Zu Malone was incorporated into IELTS Lauder, Jo was unfortunately diagnosed with breast cancer. After that, she experienced more than three years of anti-cancer. Fortunately, she successfully defeated the disease, but times changed. When she returned to IELTS Lauder again to take over Zu Malone, she said in an interview: "I feel like I don't belong there anymore".

Jo chose to leave. This time, she completely "sent" Zu Malone to IELTS Lauder group. Fundamentally, Zu Malone no longer belonged to her. She even disappeared into the world of "fragrance". Because the "non-competition agreement" signed when she left stipulated that she should not work in the fragrance industry within five years.

In 2011, Joe love was born

After the competition agreement expired, JO immediately founded the JO Loves brand, which is still playing the role of perfume. This style also continues Jo Malone pure British accent. The only obvious difference is the use of scarlet. The color of brand is black and white, while the color of love brand is white and red.

In 2017, the design company Pearl fisher developed and designed a brand-new brand image system for the brand, including brand-new visual effects such as logo, product packaging and gift packaging. The most prominent thing is that it is bright red, more flexible and livelier than Jo Malone.

2013 retail market -Scented candles

In 2013, JO opened the world's first and only independent shop on Elizabeth Street, London, and the main perfume was also made of aromatherapy candles.

Address: 42 Elizabeth streetlondonsw1w 9nz

Transportation: 500m from Victoria Station

Opening Hours:

Monday, Tuesday, Wednesday, Friday, Saturday: 10am – 6pm

Thursday: 10am – 7pm

Sunday: 12pm – 5pm

After the history tour of jo Malone, I have to say when people choose to buy this perfume product is not just a simple demand but a upgrade experience to hug with happiness and deeply experience the brand culture .

by Yi Shan

29/11/2021