Tom Hardy is Jo Malone London’s newest ambassador

By Alessandro Carrara | Published: 14-May-2024

The British lifestyle brand is seeking to expand its male fragrance offering and tap into the men’s self care market

Tom Hardy has deviated away from his typical action packed silver screen roles to become the latest brand ambassador for Jo Malone London.

The British actor has signed a two-year contract to front the fragrance brand’s Cypress & Grapevine Cologne Intense line.

Jo Malone London said the appointment coincides with a new focus on expanding its male fragrance offering.

“This launch will mark the expansion into a new category for the brand, male fragrance and represents an exciting step into the growing market for men’s self-care,” a spokesperson for Jo Malone London said.

A promotional YouTube video titled The Exceptional And The Contradictory has also been released as part of the new brand campaign.

It sees the Mad Max: Fury Road star walking through London at night and encountering a number of colourful characters - highlighting London life and the brand’s heritage.

Edward Berger, director of 2022’s All Quiet on The Western Front, worked with Hardy and his father Chips to create the advert.

“What started as a shared connection and passion over similar philanthropic pursuits has since evolved into a wonderfully rewarding creative partnership, rooted in a shared commitment to making a long-term positive impact,” said Hardy.

“It was a wonderful experience to work alongside such a brilliant team, helping to create a film that not only challenged us to visualise fragrance in new ways but was also evocative of the London we love – a city that embodies the exceptional and the contradictory in all its brilliance.”

Hardy claims to be a longtime wearer of the Cypress & Grapevine Cologne Intense, which was created by Firmenich's Principal Perfumer Sophie Labbe and released in 2020.

Grapevine notes are mixed with amber in the unisex fragrance, which the brand said results in a fresh and woody scent.

A Cypress & Grapevine Body & Hand Wash, featuring the same scent and formulated with glycerine and samphire extract, is also available.

“This is a true partnership that celebrates both the roots of Jo Malone London and Tom's hometown,” added Jo Dancey, Senior VP and Global General Manager of Jo Malone London.

“We have come together as creatives to challenge the perception of fragrance advertising, alongside having a real affinity with our shared values of mental health, continuing to spotlight the importance of taking the conversation further.”

Hardy is the second male ambassador to join Jo Malone London, with Hollywood actor John Boyega being appointed in 2019.

Boyega resigned from the role a year later, however, after he was removed from a Chinese version of a commercial he had coordinated for the brand.

Actress Poppy Delevingne and fashion model Adwoa Aboah have also previously served as ambassadors.

Image courtesy of Jo Malone London.

 

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