Jo Loves launches 'industry first' perfume paintbrush

The Fragrance Paintbrush took three years to develop and aims to change how consumers think about scent

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Consumers will be able to paint on their favourite Jo Loves perfume from September.

The Fragrance Paintbrush (£40) is said to be a ‘first-of-its-kind innovation’, taking three years to develop the product.

According to Jo Malone, she started using a paintbrush as part of the brand’s ‘fragrance tapas’ experience and was inspired to change how consumers applied scent.

“It was a crazy idea, but something caught my imagination and so the journey began,” said Malone.

The trademarked innovation is designed to be a convenient fragrance option for on-the-go consumers.

“Dozens of formulations and countless trials followed, until finally everything came together; from the newly formulated gel cologne, which holds the fragrance and dries in seconds, to the travel size brush that can go anywhere and everywhere with you,” she added.

Currently two scents will be available in the new packaging: Pomelo, Green Orange and Coriander as well as Red Truffle 21, White Rose and Lemon Leaves.

The brand did not reveal which packaging manufacturer was behind the innovative paintbrush design.

In 2013, See by Chloé released a limited edition paintbrush version of its perfume called Paint A Scent, however, the packaging was more akin to nail polish.

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