To launch the new Basil and Neroli fragrance at Jo Malone, I went to an amazing event hosted by luxury lifestyle management company Grace Belgravia. I will post on my afternoon tea at this amazing luxury ‘women’s only’ establishment soon 🙂
This is the brands first ever Citrus-Floral Fragrance, the new season scent offers a fresh, fun and adventurous take on a transeasonal cologne and evokes quintessentially British, playful and flirty tones with notes comprising of basil, neroli and white musk (at the base). The Master behind the Perfumer is Anne Flipo who notes that it is “a fresh, sophisticated, sensual floral with green facets—stunning in its simplicity.”
The campaign to accompany the new fragrance is great because it pays homage to London Town and its origins as a luxury brand. Created by British entrepreneur and perfumer Jo Malone in the 1980’s. Jo Malone had severe dyslexia and left school without any qualifications, and created the company empire on her own out of her love for flowers and fragrance.
The new campaign pays homage to London’s playful heritage and ingredients presenting “a London lark”, which recreates a 1960s vibe whilst rehashing and celebrating London’s most fashionable and fun times. It is vey much Twiggy inspired.
Jo Malones scents are simplified and accentuated by the fact they only have one or two notes in contrast to most fragrances. The Branding and packing also leaves one Intoxicated by the cream boxes and scent sprayed on tissue paper. It is actually quite similar to the branding and DNA of Chanel- black and white are the main undertones of the brand.
I love this Brand, the scents are so beautiful and uplifting and I love the candles. The Basil & Neroli is a great addition to the Jo Malone collection.
La Fin X