Jo Malone London has snapped up Bridgerton star India Amarteifio as Global Ambassador to front its new Gen Z-focused scent layering campaign.
Amarteifio, who played the lead in Netflix television show Queen Charlotte: A Bridgerton Story, is fronting the fragrance brand’s Uniquely You Scent Layering Campaign, which promotes layering of its hero scents to younger audiences.
Scent layering sits at the heart of Jo Malone London’s philosophy, and 23-year-old British star Amarteifio was chosen because she reflects this playfulness with a fresh edge.
“Amarteifio is the perfect fit for Jo Malone London’s Scent Layering campaign – she is a rising British star with global appeal,” Jo Dancey, Jo Malone London’s Global Brand President, told Cosmetics Business.
“And her creative, confident approach to scent layering reflects the themes of our Uniquely You Scent Layering campaign – celebrating individuality, self-expression and modern British style.
“Scent layering has always been at the heart of Jo Malone London, but now felt like the right time to spotlight it more intentionally.
“Through social listening and consumer insights, we know Gen Z is curious about scent layering, but many feel unsure about where to start or worry about getting it wrong.
“This campaign is about breaking down barriers and making scent layering feel intuitive, fun, and accessible.”
The partnership came together organically as Amarteifio grew up with
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