Wild Bluebell is latest Jo Malone addition
Jo Malone donates to the Woodland Trust to help protect the native English flower
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.
You may also like
You need to be a subscriber to read this article.
Click here to find out more.
Click here to find out more.
Why 2026 is the year of blockbuster fragrance launches
Read morePrada, Chanel and Dior are among the big names in fragrance making 2026 the summer of scents, with new launches and famous faces to promote them. Cosmetics Business explores what is behind the fresh wave of fragrances…
Trending Articles
-
You need to be a subscriber to read this article.
Click here to find out more. -
You need to be a subscriber to read this article.
Click here to find out more. -
You need to be a subscriber to read this article.
Click here to find out more.
You may also like
You need to be a subscriber to read this article.
Click here to find out more.
Click here to find out more.
You need to be a subscriber to read this article.
Click here to find out more.
Click here to find out more.
Fragrance
![Opinion: Does Jo Malone London’s Fortnite collaboration deliver on its Gen Z marketing potential?]()
Opinion: Does Jo Malone London’s Fortnite collaboration deliver on its Gen Z marketing potential?
Jo Malone London has brought its newly launched Sea Salt & Bergamot collection to video game Fortnite. Cosmetics Business’ resident gamer Alessandro Carrara delves deep into the collaboration, answering all of your burning questions around this bold new marketing choice
You need to be a subscriber to read this article.
Click here to find out more.
Click here to find out more.
Fragrance
![Jo Malone London debuts first gaming collaboration with Fortnite to promote Sea Salt & Bergamot]()
Jo Malone London debuts first gaming collaboration with Fortnite to promote Sea Salt & Bergamot
The Estée Lauder Companies-owned fragrance brand is bringing its newly launched Sea Salt & Bergamot collection, inspired by the wild waters of the British coast, to new audiences via a new partnership within the Fortnite Creative sandbox, a separate non-violent game mode found within Epic Games’ ‘Battle Royal’ shooter video game
You need to be a subscriber to read this article.
Click here to find out more.
Click here to find out more.
Fragrance
![Exclusive: Jo Malone London expands retail footprint with Boots launch and unveils new collection]()
Exclusive: Jo Malone London expands retail footprint with Boots launch and unveils new collection
Jo Malone London is launching its luxury offering into one of the UK’s largest beauty retailers, Boots, for the very first time, alongside new collection Sea Salt & Bergamot, which the Estée Lauder Companies-owned fragrance brand has called its 'largest launch of the year'
You need to be a subscriber to read this article.
Click here to find out more.
Click here to find out more.
Manufacturing
![Updated: Olaplex to 111Skin – All the beauty M&A deals of 2026 so far]()
Updated: Olaplex to 111Skin – All the beauty M&A deals of 2026 so far
Estée Lauder Companies, L’Oréal, Unilever and Henkel are among the beauty giants bolstering their portfolio with acquisitions such as 111Skin, Innovist, Grüns and Olaplex in a busy first half of the year for beauty M&A
