Wild Bluebell is latest Jo Malone addition


Jo Malone donates to the Woodland Trust to help protect the native English flower

The latest fragrance addition from Estée Lauder brand Jo Malone is to be Wild Bluebell, which launches in September.

The scent is billed as being “heady with the shimmering sweetness of vibrant sapphire blooms” and is said to be inspired by a wickedly whimsical, contemporary fairytale that stars a Wild Bluebell character in the campaign shots and on the television advertisement.

It is the first time Jo Malone has actively incorporated a model into a fragrance campaign as it aims to give the brand a much more fashion-led stance. It is also the first time that a scent has been launched at the same time as its ancillary products, which in this case include Wild Bluebell Body & Handwash, Wild Bluebell Body Crème and Wild Bluebell Home Candle.

Wild Bluebell has top notes of fresh bluebell and clove, a heart of lily of the valley, eglantine and jasmine and white amber and musk at the base.

Jo Malone has also given a donation to The Woodland Trust in order to help protect the native English bluebell which is coming under increasing threat.

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