Jo Malone London is leaning heavily into its Britishness to accelerate its sales and reach with both homegrown and international consumers, with limited life collections now a core part of this strategy going forward.
The Estée Lauder Companies-owned fragrance giant is betting on the appeal of its ‘Made in Britain’ heritage more than ever before via limited-time-only product launches and surprising partnerships, utilising nostalgia and key iconography associated with being a premium British brand.
The aim is to further separate the company from others in the competitive fragrance space and bump up sales of its hero skus too.
The most recent iteration of this game plan comes in the form of new limited-edition scent Raspberry Ripple – a fruit cologne inspired by the classic English ice cream flavour, formulated with juices of raspberries and redcurrants paired with white musk.
The launch in late June was supported with a retro seaside-themed pop-up in London, which included a guest appearance from celebrity chef Mary Berry, who is also a former The Great British Bake-Off television presenter and arguably a UK national treasure.
We have really had a fantastic couple of years collaborating with, and supporting, British talent and British icons – from Tom Hardy to Paddington Bear – and both are very culturally relevant
Jo Malone London’s Global Brand President Jo Dancey has been leading this new “joyfully British, playful and unexpected” strategy for a while, and successfully, may I add, but with the aim to now bring strategically planned moments in both the summer and winter seasons to drive growth even further.
“From a brand point of view, Britishness has been at the centre since the very beginning, but in the past couple of years we have got a really strong framework on our Britishness – we are really leaning into British cues and iconography,” Dancey tells Cosmetics Business.
“We are very proud of the fact that we are completely manufactured within the UK, and that is a really conscious decision.
“From a commercial point of view, fragrance is a fantastically booming market and one of the best beauty industry sectors, but it is a very busy market too, with a lot of entrance into it.
“While being a British brand is not necessarily unique, the way we do it is.
“Britishness for us is a meeting of modernity and tradition, with a little bit of elegance and whimsy.”
Jo Malone London's latest scent Raspberry Ripple is a fruit cologne inspired by the classic English ice cream flavour
Cross-generational offering
Raspberry Ripple has been strategically paired with Jo Malone London’s hero sku Wood Sage & Sea Salt – its number two bestselling fragrance globally – in an ‘only available while it lasts’ exclusive collection.
The hope is that the limited-edition set to celebrate the ice cream-inspired fragrance will introduce
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