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