Jo Malone London has launched its first-ever gaming collaboration with online video game Fortnite to promote its new lSea Salt & Bergamot collection.
The Estée Lauder Companies-owned fragrance house has partnered with media company Chartis to create a custom-built experience to promote the collection within Fortnite’s Minigame Box Player versus Player (PvP) mode.
This marketing campaign aims to bring the world of Jo Malone London’s Sea Salt & Bergamot range, which is inspired by the wild waters of the British coast, to the virtual world of Fortnite.
Tickets are now available for the 25th anniversary of the Pure Beauty Awards, taking place on 15 October 2026 at the Grosvenor House Hotel in London, UK. Join the beauty industry for an evening of recognition and celebration as this year’s winners are revealed. Click here to secure your place.
The decision to break into the gaming market follows Jo Malone London noticing the significant change in “how people are finding and buying new scents”, Jo Dancey, Global Brand President, Jo Malone London, told Cosmetics Business.
She added: “Consumers are discovering new fragrances
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.
