Jo Malone London pulled out all the stops for its new English Pear campaign, starring models and sisters Georgia May Jagger and Lizzy Jagger.
The daughters of musician Mick Jagger are fronting a campaign that celebrates the history behind the Estée Lauder Companies-owned (ELC) fragrance house’s hero scents – English Pear & Freesia and English Pear & Sweet Pea cologne.
Yet the star-studded campaign and ambassadorship have not been used to mark a major milestone or new product launch, but instead to celebrate one of the fragrance house’s most beloved scents.
This was an intentional move by the business, which is pivoting its strategy in 2026 to honour its past and bring it to new audiences, while also continuing to innovate on its scent portfolio.
Cosmetics Business sat down with Céline Roux, Global Head of Fragrance, and Jo Dancey, Global Brand President of Jo Malone London, to discuss Jo Malone London’s brand goals for this year.
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.