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