Jo Malone Behavioral Insight Report Magazine Final

Scent&Sense May 2025

A Behavioral Insight Report

By: Michelle Ng, Ruby Magzul, Natalie Karagezyan, Sylvie Damargi, Anaam Abd Alaziz

SCENTS PERFUMES

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POSITIONING

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Table of Contents

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EDITORIAL LETTER 4

BRAND POSITIONING/ MISSION The story behind the fragrances relates to nature, memories, and British traditions

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CONSUMER PERSONA INSIGHTS Every story resonates with the unique desires, values, and lifestyles of its wearer

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COMPETITOR BRAND Jo Malone will enhance its position in the niche fragrance industry

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EXTERNAL INFLUENCES Rooted in British heritage, Jo Malone blends heritage with personalization, meeting the emotional and cultural desires of today’s discerning consumer.

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INTERNAL INFLUENCES

The consumers who buy from Jo Malone link their fragrance purchases to expressing themselves

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CLIENT BRAND

CUSTOMER JOURNEY MAP

Crafting scents that appeal to all types of personalities

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STRATEGY RECOMMENDATIONS Blending scent with storytelling, Jo Malone evolves into a sensory lifestyle brand— crafting emotionally rich experiences that extend far beyond fragrance.

When customers need to buy a gift such as perfume from luxury brands for their friends, they will think of Jo Malone

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REFERENCES

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editorial Letter In today's luxury fragrance market, understanding the psychological and emotional connections between consumers and brands has never been more crucial. Jo Malone London stands as a fascinating case study—a brand that has masterfully woven British heritage, minimalist luxury, and personalized experiences into its identity. As our research reveals, Jo Malone isn't merely selling fragrances; it's offering emotional sanctuaries, creative expressions, and personal statements that resonate across diverse personality types from the introspective "Thoughtful Observer" to the bold "Strategic Competitor." The brand's clean aesthetic, sustainability efforts, and unique scent layering approach have created a distinctive position in a competitive landscape dominated by artistic storytelling and premium pricing.

This comprehensive report dives deep into Jo Malone's consumer psychology, market positioning, and strategic opportunities. By examining everything from consumer personas and subcultures to purchase journeys and competitive analysis against rivals like Diptyque, we uncover the behavioral insights that drive loyalty to this refined brand. We explore how Jo Malone can capitalize on untapped markets through wellness-focused products, community engagement, and sustainable messaging, while addressing challenges in digital presence and decision fatigue. Our goal is to provide actionable intelligence for luxury fragrance brands seeking to create deeper emotional connections with increasingly sophisticated consumers who view scent as an extension of their identity rather than mere adornment.

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Brand Positioning

& Mission

“OUR MISSION HAS ALWAYS BEEN TO INSPIRE, CONNECT AND UPLIFT PEOPLE THROUGH FRAGRANCES” JO MALONE

Brand Mission & Purpose

Complementary Brands According to the article, “The Best Alternatives to Jo Malone: Elegant Scents to Love”, written by Rodrigo Ortiz and published on January 2, 2025, says brands that complement Jo Malone are Le Labo, Vitivinci, Miller Harris, and Maison Louis Marie. The similarities that these brands have in common with Jo Malone is that they are eco-friendly, personal, and excellent quality. These fragrance brands have an aesthetic of clean, natural, and minimalistic (Ortiz, 2025).

Jo Malone’s website states that their mission and purpose is to inspire, connect and uplift people who are going through mental health challenges through fragrances. Their goal is to take out the negative stigma that mental health is bad, not have people feel ashamed to talk about it and to think that it is ok to ask for help. Jo Malone’s natural ingredients from nature help people overcome personal challenges mentally and physically which gives a positive effect (Jo Malone London).

Unique Value Proposition In the article, “Jo Malone: The Story Behind the Iconic Fragrance Brand” published by Nick Bernacki on January 14, 2025, he mentions the unique value proposition which are: Clean Aesthetic & Storytelling: Jo Malone is known for its clean and classy aesthetic. The story behind the fragrances relates to nature, memories, and British traditions.

Sustainability: Jo Malone is after sustainability by trying to recycle the packaging in order for it to not go to waste. They try to reduce sourced ingredients and use natural ones.

Personalized Fragrance: Jo Malone lets their customers combine different scents to make their own fragrance. This makes the experience for fragrance lovers more unique and stand out more from the crowd Brand Personality & Values: Even though Jo Malone is an expensive brand, it is not flashy. They want customers to feel welcomed and have that personal connection. Jo Malone supports mental health and with their ingredients from nature have a positive effect (Bernacki 2025).

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Location and Market Presence Jo Malone’s website indicates that its headquarters is located in London, England, is a global brand that is available in 82 countries in the regions of United States, Canada, and Europe. Jo Malone’s products are sold online as well to reach a wider audience (Jo Malone London).

According to Google Trends, the top five countries that have an interest in Jo Malone are Thailand: 100, Switzerland: 96, Austria: 91, Germany: 64, and United States: 55 (Google Trends).

Brand Positioning

& Mission

Key Competitor The primary competitor of Jo Malone is Diptyque.

Similarities: Luxury Brand Positioning: In the article,“The Best Alternatives to Jo Malone: Elegant Scents to Love”, written by Rodrigo Ortiz and published on January 2, 2025, Jo Malone and Diptyque are expensive brands that have high-quality products. After a product line has been launched, they try to elevate to have the next item to be better. Jo Malone and Diptyque are known to have unique scents and their ingredients are natural and the smells are inspired by nature (Ortiz, 2025).The packaging is high-class which is good when giving a gift for people at special occasions.

Target Audience: Jo Malone and Diptyque are after customers who are into not only fragrances, but love using it for their homes and personal use. Jo Malone and Diptyque target people who love and appreciate unique scents. Their target audience will be able to afford to buy a premium price for perfume, candles, and self-care. Their target audience is after self-care and wants to feel relaxed after a stressful day from a lot of irritation and fatigue. Jo Malone and Diptyque want their target audience to feel positive and happy when they use their products. The article “Case Study: John Boyega x Jo Malone” written by Dale Barnett, states that the target market are females, married in their 30’s, have a high income that is over $45k, and are into self-care/wellness (Barnett).

Global Presence: Jo Malone and Diptyque have a global presence. According to Jo Malone’s website, their products are sold world wide (Jo Malone London). In the article, “Inside Diptyque's culture and community-focused store concept” written by Akanksha Kamath and published on May 9, 2024, she says that Diptyque has products being sold in North America, Europe, and Asia as well as online (Kamath 2024). When items are being sold online, it will reach a wider audience and gain more money.

Fragrance Philosophy: In the article, “Jo Malone: The Story Behind the Iconic Fragrance Brand” published by Nick Bernacki on January 14, 2025, he mentions how Jo Malone has a story and meaning behind each fragrance. There is a feeling of nature, warmth, and heritage with a personal connection(Bernacki 2025). In the article, “The Hidden Story At The Heart Of Diptyque’s New Fragrance” written by Hannah Coates and published on January 16, 2020, she notes Diptyque’s fragrance philosophy is that there is a storytelling with a narrative. When an individual buys a perfume, it is not just because they like it, but the meaning behind it. Diptyque products have been inspired by nature and art (Coates 2020).

Differences: Packaging and Brand Aesthetics: On Jo Malone’s website, their packaging is clean, minimal, and elegant. It is usually black and light cream with a bow to have a classy look (Jo Malone London). On the other hand, on Diptyque's website, their packaging is artistic and over-the-top.

Their products have big labels of their logo and letters (Diptyque Paris).

Price Range: The price range of Jo Malone is less expensive than Diptyque. On Jo Malone’s website, their best-seller perfume costs $168 (Jo Malone London) and on Diptyque’s page, their best seller fragrance is being sold at $240 ((Diptyque Paris).

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External 6

INFLUENCES

The Consumer’s World

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Culture Jo Malone’s brand identity is deeply rooted in British culture, playing a central role in attracting consumers who value not only tradition but also refinement. The brand embodies an essence instilled by the founder, Jo Malone—an elegant mixture of British subtlety, quiet luxury, and simplicity. This reflects the sophistication and minimalism that consumers are drawn to, such as clean aesthetics, elegant packaging, and timelessness. A core feature of the brand is its unique scent layering, which aligns with cultural trends favoring personalization. This appeals to growing values of selfexpression and individual identity in Western societies (Danziger, 2020).

Additionally, there is a shift from materialism to experiential consumption, emphasizing the importance of experience over excess. Jo Malone’s in-store fragrance consultations and signature packaging rituals reflect this by emphasizing personal, curated experiences over excess (Pine & Gilmore, 1999).

Understanding Social Class and Demographics The Jo Malone consumer persona belongs primarily to the upper-middle to lower-upper social class, shaped by high household incomes (most falling between $75,000–$249,999), advanced educational attainment (predominantly university graduates), and white-collar occupations in fields such as healthcare, administration, and management (Audiense, 2025). This segment is also 73.8% female, with a dominant age range of 25–44 years, creating a mature, professional demographic that values self-presentation and personal rituals of care. Social class heavily influences purchasing behavior in this group. Higher social classes use consumption to signal distinction, taste, and cultural capital—traits that align with Jo Malone’s positioning as a refined, minimalist luxury brand (Bourdieu, 1984). These consumers are discerning instead of impulsive: only 25.73% report engaging in impulse purchases, well below the U.S. average of 41.97%, suggesting a calculated approach that weighs value, aesthetics, and ethical alignment (Audiense, 2025). They seek more than just luxury, they seek purpose-driven experiences. Affluent consumers “buy luxury for the experience, authenticity, and alignment with their values” (Danziger, 2005, p. 19). Jo Malone’s customizable packaging, storytelling around British heritage, and evocative scent pairings satisfy this demand for experiential, personal luxury.

Additionally, “eco-conscious consumers tend to be well-educated…44% holding a college degree or higher, which is 23% more likely than the average U.S. adult…32% have completed some college education, while 20% have a high school education” (Media Culture, 2024). The personality purchasing power finds indulgence in premium products, but that power is exercised with intention. Kotler and Keller observe that today’s consumers seek “value, identity, and meaning” in their purchases (Kotler, P., & Keller, K. L., 2016. p. 49), not just status symbols. Jo Malone, with its blend of heritage, minimalism, and emotive branding, fits into the lifestyle of this socially and culturally aware consumer base.

Subculture Subcultures play a vital role in how Jo Malone is perceived and consumed, especially within niche markets.

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The Nostalgia Romantic

Characterized by a deep emotional connection to the past, particularly idealized eras like the Edwardian, Victorian, or early 20th century.

This group romanticizes traditions such as handwritten letters, antique books, classic cinema, and vintage aesthetics.

Consumers in this subculture gravitate toward soft florals, powdery notes, and vintage-style packaging. Their consumption is emotionally driven, tied to memory, mood, and storytelling (Holbrook & Schindler, 2003). Jo Malone’s storytelling approach to scent creation strongly appeals to this group. Fragrances such as Peony & Blush Suede, Wild Bluebell, and Orange Blossom evoke delicate, romantic atmospheres that resonate with their nostalgic longing for a poetic, gentle lifestyle. "Nostalgia is a powerful tool that brands use to establish emotional bonds, reinforcing positive memories that influence purchase behavior" (Merchant & Rose, 2013, p. 2622). Ritualized use—such as matching candles and colognes during a bath or reading session—transforms fragrance into a form of sentimental escapism. As noted by Czech & Speake, "Perfume is considered as important to culture as food and wine; it is traditional for girls to be taken to purchase their very first fragrance as young as 12" (Czech & SpeakE London, n.d.). This tradition underscores the deep-rooted cultural significance of fragrance, resonating with the Nostalgia Romantic's appreciation for timeless rituals.

The Holistic Aromatherapist

"The growing consumer focus on wellness reflects a desire to integrate healthenhancing behaviors into every aspect of life, including scent choices."

(Global Wellness Institute, 2023) This subculture focuses on wellness and aromatherapy, viewing fragrance as part of a holistic self-care routine, blending luxury with emotional well-being. This group values mental health, calmness, and ambiance. Jo Malone’s home collection, including candles, bath oils, and diffusers, aligns with their daily rituals of mindfulness and emotional grounding. "The growing consumer focus on wellness reflects a desire to integrate health-enhancing behaviors into every aspect of life, including scent choices" (Global Wellness Institute, 2023). Consumers in this subculture often purchase entire scent lines to create a harmonized, multisensory experience, shifting fragrance use from aesthetic to emotional and therapeutic purposes (Gould, 2020). Additionally, "the growing interest in local and cultural influences has significantly impacted consumer preferences and market trends" (Pocket Scents, 2025). This shift reflects a broader appreciation for diversity and the desire to connect with different cultures through fragrance, aligning with the Wellness & Aromatherapy Devotee's holistic approach.

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The Old Money Values timeless elegance, influenced by generational taste and traditional aesthetics, gravitating toward craftsmanship, heritage, and subtlety.

This subculture focuses on timeless elegance, tradition, and discretion. This aesthetic resists overt displays of wealth, instead valuing heritage, craftsmanship, and subtle sophistication. These consumers prefer classic fonts, monochrome palettes, and neutral tones. Jo Malone’s branding, which avoids flashy logos and highlights ingredient stories, speaks directly to their values. They value craftsmanship, tradition, and investment pieces, favoring neutral palettes, fine tailoring, and niche fragrances. According to Kapferer and Bastien (2012), “true luxury is quiet… it whispers, it doesn’t shout” (p. 43). This group seeks signature scents and often engages in scent layering for understated personalization.

Loyalty is high, with repurchase behavior and word-of-mouth recommendations common within close social circles (Bain & Company, 2023). The prestige fragrance market is navigating a complex landscape shaped by inflation, consumer behavior, and digital influence. As highlighted by Luxury Society, "The niche segment has become particularly dynamic, with established brands launching their exclusive collections... to compete with new players" (Arsac, n.d.). This evolution underscores the Quiet Luxury Advocate's preference for exclusivity and timeless elegance.

The Aroma Artisan Scent experimenters and storytellers, they deeply understand perfume composition and treat fragrance as part of their personal identity.

This subculture views fragrance as a personal art form. Members of this group are scent experimenters and storytellers who deeply understand perfume composition and treat fragrance as part of their personal identity. They are highly knowledgeable about fragrance families, note structures, and perfumery techniques. Customization is central—they seek uniqueness through layering or bespoke combinations, making fragrance a core part of their creative identity.

They often participate in online fragrance communities, forums, and reviews, curating their collections with care. Jo Malone’s fragrance combining philosophy is especially attractive here, offering them the freedom to create unique profiles. Discovery sets and travel sizes allow them to explore before committing to full-size purchases. “Consumers increasingly seek experiential, co-creative roles in luxury consumption, treating products like fragrance as extensions of their identity” (Deloitte, 2022, p. 18). As reported by Allure, "Fragrance swaps are organized meetups where perfume lovers—also called fraghags—exchange scents. The idea is that collectors can bring fragrances they may not want anymore and swap them for new ones—the perfume version of 'one man’s trash is another one’s treasure’” (Radin, 2024). This practice resonates with the Aroma Artisan's desire for exploration and personalization.

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Marketing Influence Jo Malone makes good use of social media and influencer marketing to increase brand awareness and foster trust.

Making sure that its marketing feels genuine and aspirational by collaborating with producers who share the brand's image and are culturally aligned. Influencers frequently tell their own stories about fragrances, crafting poignant tales that captivate followers and encourage lifestyle integration. For instance, Sofia Richie's April 30 ad, detailed her favorite fragrances and how they've become a part of her family life.

Customers who seek peer pressure, emotional connection, and validation while making decisions are more swayed by these genuine endorsements. Despite working with influencers, they appear to have a poor Instagram interaction rate. The brand has not received sufficient publicity in the community. It will be crucial to keep investing in emotionally charged advertising and customized customer experiences if you want to stay competitive and increase emotional resonance, particularly when competing with brands like Diptyque.

By focusing on customized in-store experiences, unique packaging, and custom products, Jo Malone successfully takes advantage of word-of-mouth, which is still one of the most effective marketing strategies. Customers are naturally encouraged to share their special Jo Malone moments with others through the brand's customized services that honor individuality. This turns personal experiences into natural advocacy and strengthens the brand's reputation for thoughtful luxury (Osum, 2024).

As of April 2025, website traffic for Jo Malone’s official site, jomalone.com, experienced a decline of 11.64%. When compared to competitors such as Diptyque, Jo Malone not only attracted fewer visitors but also saw shorter average visit durations. The site's bounce rate, which measures the percentage of visitors who only look at one page before leaving, was 42.18%. The majority of visitors arrive by direct access (40.53%), followed by organic search (22.52%), paid search (23.20%), social media (9.42%), referrals (3.13%), display advertisements (1.16%), and email (0.05%), according to traffic collection methods. Facebook accounted for 51.11% of the site's traffic, followed by Pinterest (33.49%), and YouTube (15.40%), according to SimilarWeb data (SimilarWeb, 2025).

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Influences 13

Demographics and Psychographics Strategic Analysis Hub conducted a brand analysis, which shows Jo Malone's clientele extends across a broad demographic spectrum encompassing people between 18 and 64 years old and features a prevalent ratio of female buyers at 70% versus male consumers at 30%. Users of Jo Malone products belong to families earning above average incomes and who maintain positions of moderate to upperclass status. Their core consumer audience demonstrates extensive fashion-trend knowledge while actively engaging with beauty products, including cosmetics and premium fragrances. Jo Malone's brand positioning demonstrates sophistication, unique style, and contemporary refinement.

(Shaw, n.d.).

Inside the Jo Malone Customer Experience Studying the Jo Malone customer base needs a complete assessment of their traits, Psychographically, the consumers who buy from Jo Malone what they value, and how they interact with link their fragrance purchases to expressing themselves, creating rituals, and exhibiting refined tastes. The customer luxury fragrance. The psychological and behavioral aspects that drive loyalty among values sustainability, minimalistic expression of luxury, and enduring quality instead of brand overstatement or shortJo Malone customers become clear through term trends. Customers perceive fragrance as a personal this section, which reveals information for attribute that quietly expresses their identity instead of showing their social status. brands to deeply connect with their The patterns of purchasing emerge from individual sophisticated consumer base. satisfaction, along with the practice of giving presents.

Research indicates that users seek information about the best Jo Malone scents for gift giving, alongside ideal scents for professional women (Jo Malone London Australia, n,d).

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Brand Perception: The purchasing decisions for luxury fragrances heavily depend on consumer perceptions. People view these products as physical manifestations of who they are as well as their existing level of prosperity.

Ogilvy (2024) reveals that teenage boys use luxury perfumes as social markers, as their fragrance expenditure reached a 26% annual increase during the year 2024. Packaging, Learning and Memory: Brand Familiarity and branding, and scent deliver to consumers Association: three essential factors that enhance both Learning and memory functions directly influence how customers choose to stay loyal to luxury fragrance brands perceived exclusivity and value of luxury in the market. Repeated positive experiences with a fragrances. Through simple packaging brand reinforce consumer preferences. Reports from designs combined with customized services, McKinsey (2023) indicate the beauty market will achieve $580 billion by 2027 as it demonstrates an annual growth Jo Malone creates an image that matches rate of 6%. The market growth is caused by how customers who want refined items that consumers connect brands to quality experiences through reflect their uniqueness. learning processes. The distinctive packaging design and the in-store experiences at Jo Malone leave lasting sensory impressions that lead customers to become repeat buyers and brand loyal customers.

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Consumer perception of luxurious fragrances heavily depends on their emotional bond with perfume products. The Future Laboratory (2023) reports that online shopping has increased, but luxury perfume customers mainly choose offline purchase venues because they want to experience products and receive expert advice at physical stores. The preference shows that stores must establish emotional connections with their customers to succeed.

Customers develop strong emotional connections with Jo Malone through their service of offering customized scent consultations, which helps create positive bonds and improve brand loyalty.

Motivation: Aspirations and Self-Concept Luxury fragrance consumption motivates customers through Maslow's hierarchy of needs, mostly at the levels that focus on self-esteem and self-actualization needs. People choose products because these items both evolve their self-perception and create statements about their individuality. Investors choose cosmetics and fragrances as the most attractive market segments according to Deloitte (2023) because consumers actively pursue products that satisfy higher-order requirements. Jo Malone addresses personal uniqueness by permitting customers to construct personal fragrances that correspond with their unique stories and life goals.

Emotions and Attitudes: Emotional Branding and Consumer Loyalty

Marketing and Communication Jo Malone executes its marketing approach by weaving aesthetic narratives that touch emotions at their core.

The brand maintains a firm position on Instagram and YouTube while conserving digital fashion outlets, yet avoids excessive advertising. The marketing campaign uses gentle imagery, natural elements, and expressive verbal content.

Customers notice Jo Malone advertisements primarily through fashion, lifestyle publications, Instagram influencer promotions, and gift suggestion publications.

Based on Ogilvy's (2024) research, Jo Malone achieves the highest effectiveness when its marketing

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Customer Experience

The retail experiences at the stores earn praise for their luxury feel, which customers describe as both elegant and welcoming. Consumers consider the distinctive fragrance consultations, personal service, and scent testing protocols at Jo Malone essential factors for their positive shopping experiences. The store design imitates elegant parlors to provide sensory exploration in a relaxed atmosphere.

The packaging concept serves an essential role at Jo Malone because consumers consider the cream-and-black boxes and the signature ribbons as valuable components of their purchased items. Customers specifically select Jo Malone instead of other brands at the same price because of its unboxing experience (Taylor, 2022).

Personalization is also highly valued. Specially engraved bottles with custom gift boxes and fragrance layering services drive customers to attribute higher value because they bond emotionally with their purchases. The elements support intimate brand relations while securing lasting loyalty because they match the data presented by McKinsey about luxury customer preferences for experiential buying (McKinsey, 2023)

Conclusion Knowledge of factors within consumer psychology enables businesses to achieve triumph in the luxury fragrance marketplace. The successful customer connection of Jo Malone and other brands comes from their emphasis on perception, learning, memory, motivation, and emotional engagement, which builds enduring relationships and business expansion.

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CONSUMER

“A Perfume is an intimate object, it is a reflector of the heart“ Emanuel Ungaro

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PERSONA INSIGHTS

Fragrances are more than just scents in a world where consumer behavior is influenced by personal identification. Every fragrance tells a tale, and every story resonates with the unique desires, values, and lifestyles of its wearer, whether they are the competitive power-player or the reflective dreamer. We looked at how four remarkably distinct personality types fit into Jo Malone's elegant collection, illuminating the psychological and emotional pull that underlies the brand's enduring popularity. There is a Jo Malone scent for everyone, regardless of whether they are looking for comfort, control, self-awareness or artistic expression.

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Low Agreeableness Personality This person views life as a competition that must be won by strategic advantage and well-considered strategy. Revolutionary, cautious, and arrogant, they fiercely defend their stance and don't shy away from conflict. They see communication mostly as a means of dominance rather than connection, which is why their vocabulary contains terms that convey negative emotions, references to wrath, and the occasional expletive. They have aggressive, nonconforming designs that purposefully defy conventions, and they favor angular aesthetics over curves. They embrace aggressive and confrontational aspects of interaction and have an unashamed assertive approach. Their preference for edgy, incongruous abstract, modern art reflects their love of luxury and hedonistic pleasures. Naturally, they are interested in business, investments, cars, and competitive sports—domains where winning is not only cherished but also vital to who they are.

The Strategic Competitor Personality & Lifestyle: Bold, competitive, and tactical. They approach life as a game of power and dominance, often engaging in assertive, nonconforming aesthetics and high-status environments like finance, sports, or luxury.

Needs: Autonomy, control, recognition, and environments that reward merit and assertiveness.

Values: Strategic thinking, honesty, power, material success, and personal achievement.

Marketplace Behavior: Status-driven, rational, and drawn to brands that signal exclusivity and success. Rarely influenced by emotional or communal appeal.

Jo Malone Alignment: Attracted to limited-edition or intense colognes with bold branding. Engages with elite influencer reviews and expects the brand to reflect power, independence, and distinction.

Audiense, 2025

Advertisement Concept This audience craves status, superiority, and the thrill of breaking social norms. To appeal to this mindset, Jo Malone should position select fragrances as symbols of dominance and distinction—fragrances that speak louder than words and are worn to be remembered.

Rather than focusing on soft, romantic notes, the campaign should highlight bold, sensory-rich experiences that exude indulgence, hedonism, and premium luxury. By framing the product as a powerful personal signature, Jo Malone can captivate this segment's desire for exclusivity and edge.

Campaign Title “Command The Room” Tagline/Caption: “You were made to be remembered. Jo Malone. Command the room.

Leave your mark.” “Explore the Defiant Collection – exclusively online.”

The campaign call-to-action invites consumers to visit the website that offers the rarity and high status of the offering.

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Low Agreeableness Personality Data

Audiense, 2025

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Low Extraversion This person is shy, introspective, and prefers solitude to lively conversation. They have a calm, serious approach to life, weighing their alternatives carefully before acting. They prioritize formality and punctuation in communication, emphasizing ideas over people. They use clear language, pose meaningful queries, and, when appropriate, occasionally express more intense feelings. Their preferred aesthetic focuses on earthy and serene hues, frequently showcasing lone individuals or vacant areas that evoke deeper meaning. Reading, the humanities, role-playing games, and programming are activities that naturally appeal to them because they provide opportunities for deep introspection. With abstract art that stimulates thought rather than stimulus, their ideal setting fosters imagination, introspection, and reflection.

The Thoughtful Observer Personality & Lifestyle: Quiet, introspective, and contemplative. They value solitude, intellectual depth, and measured experiences over social stimulation.

Needs: Personal space, predictable environments, thoughtful connection, and meaningful self-reflection.

Values: Authenticity, independence, privacy, and substance over style.

Marketplace Behavior: Deliberate and reflective. Avoids trend-chasing and chooses brands that are understated, informative, and meaningful.

Jo Malone Alignment: Engages through quiet in-store sampling and solo online research. Attracted to Jo Malone’s simple elegance and the custom experience of fragrance layering, valuing the brand's calm and introspective presence.

Audiense, 2025

Advertisement Concept STILLNESS

AI Generated with ChatGPT

This audience values solitude, emotional depth, and meaningful experiences, making them more receptive to calm, introspective, and emotionally resonant campaigns rather than flashy or competitive advertising. For Jo Malone, fragrance should be framed as a personal ritual rather than a social statement, aligning with the audience's preference for authenticity and inner connection. The visual storytelling should emphasize earthy tones, natural light, and quiet indoor spaces, often featuring solitary figures engaged in peaceful routines such as reading, writing, or walking through nature. Consistency across all brand touchpoints is essential to reinforce Jo Malone as a reliable and grounding companion.

Additionally, introducing a limited-edition collection with names inspired by literature, philosophy, or emotional states could deepen emotional engagement and appeal to the audience's intellectual and reflective nature.

Campaign Title “Stillness Speaks” Tagline/Caption: “What if your scent said only what matters? Jo Malone. Stillness Speaks.” “Discover our Reflective Collection – crafted for the quiet moments.”

This campaign is designed to appeal to introspective, low-extraversion individuals by emphasizing calm, solitude, and emotional depth

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Low Extraversion Personality Data

Audiense, 2025

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High Neuroticism Personality This person has an elevated emotional perspective on the world and is always aware of missing chances and possible dangers. They are naturally reactive, threat-sensitive, and very sensitive to emotions, especially anxiety and negative emotions. They use affective language that is full of bodily feelings, emotional emotions, and a unique first-person viewpoint in their communication. They are drawn to romantic, reassuring affirmations as well as emotional interaction, but they also crave structure and clarity for stability. Their stylistic choices, which include dismal, dramatic components with dark purples and greys in depressing tones, reflect their inner landscape. Despite these difficulties, they are incredibly imaginative and creative, and their interests include art, movies, mental health issues, and internet shopping—activities that both express and calm their complex emotions.

The Vigilant Responder Personality & Lifestyle: Emotionally sensitive, imaginative, and anxiety-prone. They experience the world intensely and seek comfort and security through emotional expression and soothing routines.

Needs: Emotional reassurance, structure, validation, and comforting experiences to ease anxiety.

Values: Emotional authenticity, tradition, safety, and empathetic connection.

Marketplace Behavior: Emotionally driven and brand-loyal; gravitates toward products that offer security, familiarity, and emotional resonance.

Jo Malone Alignment: Drawn to romantic, comforting scents like Peony & Blush Suede. Prefers gentle visuals and storytelling that foster trust and emotional connection, becoming a repeat customer for calming rituals.

Audiense, 2025

Advertisement Concept Jo Malone should create a campaign that offers emotional peace and reassurance to an audience with a high level of neuroticism—those who are emotionally passionate, reactive, and extremely sensitive to threat or discomfort. Since this group is looking for solace, escape, and approval, it is crucial to provide romantic, sympathetic, and emotionally sound messaging. In order to generate a sense of security and emotional depth, the advertising design should focus on organized yet sensory-rich graphics, utilizing dramatic color palettes like deep purples, stormy greys, and rich, somber tones. Words like "safe," "intense," "romantic," "escape," and "you deserve" should be used with caution in order to calm and empower. feature an intimate, cinematic narrative that invites the audience into a world of stillness and emotional luxury, positioning Jo Malone as a trusted source of personal sanctuary and indulgent escape.

Campaign Title “Safe Within” Tagline/Caption: “When the world overwhelms, retreat into scent.” “Discover The Emotions “Mood Matters” – A fragrance for every feeling. Available now online.”

The goal is to create a campaign that offers them a sense of emotional protection, indulgent escape, and reassuring comfort. The tone should be romantic yet grounded, moody yet soothing.

AI Generated with ChatGPT

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High Neuroticism Personality Data

Audiense, 2025

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High Openness to Experience

The Creative Explorer

This person is drawn to complex concepts, distinctive aesthetics, and thoughtprovoking material because they thrive on creativity, fantasy, and intellectual stimulation. Their communication style frequently embraces counter-cultural topics and is characterized by a wealth of metaphors, jargon, and insight-driven language.

They like brands and communications that are bold, creative, and thought-provoking, and that draw from solid arguments, thorough analysis, and reliable sources.

Additionally, this personality type values independence, complexity, and selfexpression and is strongly drawn to fields such as the arts, humanities, science, and philosophy. They would prefer stuff that is philosophically complex, emotionally resonant, and visually arresting—something that makes them feel and think equally.

This person is frequently described as imaginative, daring, and philosophical.

Personality & Lifestyle: Creative, intellectual, and curious. They thrive on novelty, cultural exploration, and abstract thinking, with interests in the arts, philosophy, and innovation.

Needs: Freedom of thought, opportunities for exploration, aesthetic inspiration, and deep intellectual or emotional experiences.

Values: Creativity, innovation, complexity, authenticity, and self-expression.

Marketplace Behavior: Engaged by conceptual storytelling, cultural relevance, and sensory novelty. Loyal to brands that challenge convention and inspire growth.

Jo Malone Alignment: Enthusiastic about collaborative or art-inspired collections. Explores fragrance layering as creative expression. Values Jo Malone’s unique blend of conceptual depth and sensory beauty, and often engages through events or content-rich experiences.

Audiense, 2025

Advertisement Concept Jo Malone can present itself as a gateway to intellectual and sensual exploration for an imaginative, daring, and philosophical audience. The "Scentscapes: A Journey Through the Senses" campaign encourages viewers to view fragrance as more than just a luxury; rather, it is a creative, imaginative experience that tells a story based on scent and changes as the viewer's imagination does. Concepts, such as "Melancholy Mist," "The Memory of Light," or "Blue Horizon," which either symbolize moods or philosophical concerns, can serve as inspiration for fragrance collections.

Campaign Title “Scentscapes: A Journey Through the Senses” Tagline/Caption: “What does memory smell like? Can you bottle a dream?

Or capture a thought in bloom?” “Jo Malone invites you to explore Scentscapes—a fragrance journey for the mind, the heart, and the soul.

Artfully imagined. Uniquely you.”

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High Neuroticism Personality Data

Audiense, 2025

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THE BRAND'S SUCCESS IS UNDENIABLY ROOTED IN ITS UNIQUE AND RECOGNIZABLE VISUAL IDENTITY. DAVID TAYLOR, 2022

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CLIENT BRAND

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JO MALONE & CONSUMER ALIGNMENT Fragrances are more than just scents in a world where consumer behavior is influenced by personal identification. Jo Malone, renowned for its subtle elegance and moving narratives, has perfected the craft of crafting scents that appeal to all types of personalities. Every fragrance tells a tale, and every story resonates with the unique desires, values, and lifestyles of its wearer, whether they are the competitive power-player or the reflective dreamer. We looked at how four remarkably distinct personality types fit into Jo Malone's elegant collection, illuminating the psychological and emotional pull that underlies the brand's enduring popularity. There is a Jo Malone scent for everyone, regardless of whether they are looking for comfort, control, self-awareness or artistic expression.

Jo Malone’s versatile brand identity— minimalist yet luxurious, personalized yet curated—aligns with a broad range of complex consumer personas: The Strategic Competitor seeks exclusivity and power through bold, limited scents.

The Vigilant Responder finds emotional refuge in nostalgic, romantic fragrances.

The Thoughtful Observer connects with the brand’s subtle sophistication and introspective layering philosophy.

The Creative Explorer engages with Jo Malone’s artistry, storytelling, and experimental pairings.

Kim, 2023

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“Consumers want more than just a sweet smell from their fragrances, too.” - Morosini 2023 Jo Malone appeals to the emotional and cognitive needs that influence consumer decision-making in addition to surface-level preferences through carefully chosen fragrances and narratives. For example, people with high neuroticism frequently place a high importance on sensory comfort, mental soundness, and emotional safety as mentioned in Consumer Persona Insights, pg. 24. These goals are perfectly aligned with Jo Malone's use of fragrance as a means of emotional retreat and self-care. According to research, some fragrances, like orange essential oil, have a profound effect on mood and anxiety levels. For instance, a study discovered that female patients' moods improved and their anxiety levels decreased when they were exposed to the ambient orange scent in a dental clinic (Leal, 2000). Jo Malone transcends its status as a premium brand by presenting its scents as immersive experiences that foster calmness, stability, or even creativity.

Competitor brands like Diptyque have already started to take advantage of this strategy, including fragrance into the entirety of lifestyle experiences through mood-based product lines, immersive in-store settings, and storytelling. Jo Malone transforms into a lifestyle partner rather than just a high-end brand. This posture appeals to people who are open to new experiences and are drawn to creativity, intellectual stimulation, and emotional connection. Jo Malone should continue to use this approach more, focusing on the psychological, sensory, and emotional aspects of its products. Jo Malone strengthens brand loyalty and preference over less emotionally sensitive competitors by anticipating and meeting the psychological demands of its customers through the creation of campaigns like "Safe Within" and "Scentscape."

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PERFUME IS THE ULTIMATE INVISIBLE ACCESSORY THE FRAGRANCE CHONICLES

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CUSTOMER JOURNEY MAP

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Problem Recognition When customers need to buy a gift such as perfume from luxury brands for their friends, they will think of Jo Malone. In the article, “Inside Jo Malone London’s North America push” published on January 4, 2023 and written by Daniela Morosini, she mentions that not only do consumers want a product but understand what the benefit of using it will be. An example that Jo Malone did was create a product line called The Night Collection which was launched in 2022. The product was not just for Jo Malone to gain sales, but the advantage of it was to help individuals relax after a long day and keep their mental health in peace. The Night Collection was designed for people to reduce their high stress levels and take care of their emotional well-being (Morosini 2023).

Information Search Customers will search on Jo Malone’s website and on social media. Individuals will ask relative and beauty influencers on products they bought from the past and loved so much that they recommend others to have a better understanding if it is worth it to buy. Jo Malone has a high social media presence on TikTok. In the article” Fragrance: Data shows Jo Malone London is creators' top brand of 2024 and GRWM drives most engagement” published on November 11, 2024 by CORQ, it states that there was the Get Ready With Me trend happening on TikTok which resulted in reaching a lot of views. This means #GRWM content makes the highest engagement (CORQ, 2024) . I have looked at the videos that women posted on TikTok with the #GRWM Jo Malone noticed that it felt authentic with minimal editing. #GRWM has that personal connection between the influencer and viewer by being able to be relatable.

Alternative Evaluation & Selection Consumers will compare different factors with Jo Malone’s products such as the prices, packaging, and scent. The price needs to be affordable to the customer in order for them to buy the product or else they will go to a different brand that they are buying within their price range. The packaging should look clean, minimal, and fancy. A scent profile is important to a client in terms of what they like that resonates with them. Jo Malone’s website notes that they offer samples when a client places an order. If a customer does not know which fragrance to buy, they will do an in-store consultation with a stylist that will help them decide which product is good (Jo Malone London).

Outlet Selection & Purchase When a customer wants to make a purchase, it is either on Jo Malone’s website or on-location at a physical store that is local.

Post Purchase Process After a customer buys a product and uses it, they will tell their experience through reviews and social media. If the client loved the fragrance, they would continue buying it. Jo Malone’s website has a VIP for members that are invited to exclusive events, earn rewards, and more (Jo Malone London).

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Jo Malone is an expensive brand which means Maya might not be able to buy their product since it is not in her price range. This can lead to Maya buying perfume from a different brand that she is able to afford.

Jo Malone has a lot of perfumes that have similar smells which can make Maya feel overwhelmed to the point where she does not know what to buy anymore. There should be one scent to make the decision process easier.

If there are a lot of similar scents, it can create decision fatigue and result in losing Maya as a customer that will buy fragrances from a different brand.

If Maya is buying a Jo Malone perfume online, she will not know how it smells which can result in regret of buying and wasting a lot of money. It is better to go to Jo Malone store in person to know better how their perfumes smell and to decide on what to purchase.

Another reason that it is better to buy in person is because if Maya is buying a gift for her loved ones, they will know which one is a good fit. There will be second guesses if a client is buying from online.

Maya might not buy Jo Malone’s products because they do not align with what she wants as well as her lifestyle and values. If Maya is looking for a fragrance with a specific and Jo Malone does not have, she will shop for a different brand.

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COMPETITOR BRAND

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Competitor Brand Analysis: Diptyque Located in France, the luxury perfume brand Diptyque develops niche perfume products with artisanal scented candles as its signature creations. Since its foundation in 1961, Diptyque has focused on delivering handmade pieces blended with Parisian style and artistic methods. Diptyque champions itself as an exclusive avant-garde brand that provides top-quality natural scents, which use inventive storytelling about their fragrance compositions. The brand builds its image through artistic scent experiences because its design elements draw from mythological scenes and literary and travel themes to create a historic and enigmatic feel.

As a lifestyle brand, Jo Malone uses British origins to market simplistic luxury solutions based on refinement and customizable aesthetics (Jo Malone London, n.d.). Jo Malone satisfies customers who seek elegant packaging combined with the ability to combine different scents into unique olfactory masterpieces. Diptyque targets luxury customers mainly through storytelling-focused exclusivity, yet Jo Malone appeals to this segment by letting consumers create personalized fragrances from their selection of scents.

The consumer groups between Diptyque and Jo Malone align differently.

The customer base of Diptyque consists primarily of consumers holding high incomes who align with artistry and culture while residing in urban settings and seeing perfume as art. Jo Malone caters to high-income customers but favors refined, subtle luxury through its fragrance experiences, which young career-minded people and present-givers appreciate.

The main factor that distinguishes Diptyque from other competitors is its focus on artistic identity combined with bohemian elegance. Store experience at Diptyque includes hand-drawn illustrations and scent installations together with its boutique-like atmosphere, which maintains a distinctive artistic identity different from Jo Malone's refined retail atmosphere (Diptyque Paris, n.d.).

Identifying Gaps The established market status of Diptyque fails to meet many of its customers' current requirements. Some customers avoid Diptyque's brand narrative because they want concrete descriptions instead of poetic, abstract storytelling. The story-styled approach of Diptyque competes against straightforward product descriptions, which might discourage rational-minded shoppers with green values.

All Diptyque items exist at premium price levels starting from $72 through their candle range extending to $220 for eau de parfum bottles, while neglecting mid-range and affordable choices. Diptyque keeps its entire product range at premium prices without introducing gift sets or travel sizes, so that it bypasses budget-conscious customers.

Diptyque provides less visibility to sustainability information than its competition does. Although Diptyque promotes natural components in its products, it does not provide detailed information regarding its use of eco-friendly packaging materials or its carbon neutrality targets and sustainable sourcing initiatives. The specific gap in information about sustainability stands crucial because more consumers in the millennial and Gen Z generations demand environmentally responsible luxury products (Mothersbaugh et al., 2024; The Future Laboratory, 2025).

Diptyque operates within an industry space that delivers luxury pricing alongside artistic value, yet struggles to show sustainability efforts and allow personalization (Mothersbaugh et al., 2024). Jo Malone positions itself in the market as a brand that delivers accessible pricing without compromising its personalization features or reducing its artistic elements.

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Opportunities for Jo Malone New Audiences Diptyque positions itself artistically, which restricts its market presence to select groups of consumers. Jo Malone should market to new demographics, which include eco-conscious young people together with diverse groups of customers who value straightforward pricing and genuine connections (Mothersbaugh et al., 2024). Jo Malone should introduce a line of fragrances based on world traditions, which would attract buyers interested in multicultural narratives and cultural representation.

Strategic expansion of market presence through affordable luxury fragrances should become a part of Jo Malone's business strategy to attract budget-smart customers. Moving forward, Diptyque will retain its premium position while Jo Malone can create affordable luxury concepts by offering miniaturized fragrances, limited-edition fragrances, and reusable perfume containers.

Strategic Marketing Opportunities Jo Malone should implement community-focused programs and rewards for environmentally mindful actions, which purpose-driven brands currently utilize for customer engagement enhancement (Brand iQ, n.d.). The customer engagement at Jo Malone can improve through the establishment of a loyalty system that gives benefits for either eco-friendly purchasing or loyal interactions. The brand Diptyque maintains exclusive branding through traditional luxury marketing, while Jo Malone should adopt communityfocused programs like seasonal events and environmental challenges for its customer base.

Diptyque stands as a special brand with an enigmatic posture that links to artistic and mysterious elements (Mothersbaugh et al., 2024). The purer image of Jo Malone allows for improved consumer acceptance when the brand communicates its British history combined with handcrafted methods and personal care options. Both consumer and market perceptions will evolve when Jo Malone utilizes value-based messaging to show its commitment to sustainable procurement while celebrating women artisans and local manufacturing (Mothersbaugh et al., 2024).

The digital storytelling approach of Diptyque remains elementary relative to modern brands in the industry. Jo Malone needs to launch immersive content elements, including behind-the-scenes stories and scent personalization tools, which target modern digital consumers (Ogilvy, 2025).

New Products Product innovation stands as the principal opportunity for Jo Malone to establish itself differently. Diptyque’s product line, while rich in candles and fragrances, lacks expansion into wellnessrelated categories such as bath oils, body serums, or aromatherapy blends. The existing gap allows Jo Malone to launch wellnessdriven sub-brands with scent-based therapeutic treatments, which align with present wellness market trends.

The market offers a new business opportunity through functional fragrance items such as pillow sprays and stress-relieving rollerballs that achieve both luxury and functional needs. The product line would attract customers who seek functionality as well as luxury because they care about their health and well-being.

Conclusion The main assets of Diptyque consist of narrative-based branding, unique visual designs, and luxury production methods. The same characteristics that make Jo Malone competitive also open spaces for the company to fulfill customer needs regarding transparency and sustainability, alongside personalized offers and budget-friendly options. Jo Malone will enhance its position in the niche fragrance industry through a new market subculture focus alongside functional or healthfocused products and marketing based on emotion and value. Jo Malone can enhance its market position by expanding its share by harnessing the perceptual differences between high-end artistic exclusivity and affordable refinement toward achieving brand growth.

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STRATEGY RECOMMENDATIONS

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PERFUME IS A STORY IN ODOR, SOMETIMES A POETRY IN MEMORY. JEAN CLAUDE ELLENA

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Petals & Preserves

Jo Malone London x Bonne Maman

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In a world where luxury is increasingly defined not just by exclusivity, but by emotional resonance and multi-sensory connection, Jo Malone London has always been a trailblazer.

Known for its refined, nature-inspired fragrances and storytelling heritage, the brand has captivated hearts and homes across the globe. After reading and analyzing the Reddit forum “jo malone new release teaser”, we came to understand that our audience was looking for a bridge that merged fragrance and lifestyle. Now, turning perfume into preserves, Jo Malone has partnered with beloved French preserve brand Bonne Maman to create a limited edition line of jams and marmalades inspired by Jo Malone’s most iconic scents. Fragrance is deeply personal and evokes memories, stirs emotions, and transports us to cherished moments. This collaboration taps directly into those emotion-rich, sensory-driven moments. By translating Jo Malone’s most beloved scents like English Pear & Freesia and Nectarine Blossom & Honey into artisanal preserves, the brand brings its olfactory storytelling into the kitchen, onto the breakfast table, and into the rituals of everyday life.

“The trend reflects a strategy by brands to extend beyond their primary products and create encompassing lifestyles for consumers to buy into” (InsightTrendsWorld, 2025 ).

This campaign positions Jo Malone not only as a fragrance house, but as a sensory lifestyle brand. It opens the door to new categories like gourmet, gifting, kitchen luxury, attracts new customers such as foodies and design lovers, deepening the engagement with existing loyalists.

- fr om

sc

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t

to spoon

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Jo Malone~ City by Scent

AI Generated with ChatGPT

AI Generated with ChatGPT

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Today’s consumers are no longer just seeking beautiful products, they're chasing experiences that feel personal, immersive, and emotionally resonant.

They want to see, touch, feel, and even wander through the story a brand tells.

Jo Malone London has always believed in the power of fragrance to evoke memory, emotion, and a deep sense of place. Each Jo Malone flagship store becomes a sensorial expression of its city. Jo Malone offers you not just a fragrance but a feeling.

LondonIn the birthplace of Jo Malone, the London flagship draws from the timeless elegance of British architecture like crown moldings, sweeping arches, and soft stone but infuses it with the bright energy of fruit forward fragrances that dominate the city’s scent preferences. Inside, fragrant citrus trees grow under skylights, and rooms bloom with accents of lemon, lime, grapefruit, and bergamot. Guests are invited to experience the collection through interactive tasting bars where citrus oils are paired with teas and seasonal fruit pairings.

Scent discovery becomes an art, not just a transaction. Featured favorites include Lime Basil & Mandarin, Grapefruit, and Blackberry & Bay, each linked to architectural zones inspired by London’s neighborhoods. British consumers are loyal to heritage brands but they’re also drawn to playfulness and natural beauty.

AI Generated with Perplexity.ai

New YorkWelcome to Jo Malone’s City by Scent, an immersive, multi city experience that blends local culture, architectural artistry, and Jo Malone’s most beloved fragrance families into unforgettable physical spaces. Tucked into the bustling rhythm of Manhattan, the New York Jo Malone store redefines city elegance through a lens of wood, warmth, and wild botanicals. With exposed brick walls, and ambient lighting reminiscent of golden hour in Central Park, the space echoes the rugged charm of Jo Malone’s more woodsy and earthy fragrances. Scents like Wood Sage & Sea Salt and Cypress & Grapevine fill the air, inviting visitors to journey through a curated forest escape right in the heart of the city. Intimate scent booths allow customers to pair fragrance notes with wild ingredients, while curated playlists and custom blended candle bars complete the multi sensory journey. New Yorkers are experience driven. They value both edge and elegance, and they crave moments of peace in the chaos.

This store’s aesthetic answers that need, grounding the Jo Malone brand in natural sophistication and urban serenity.

AI Generated with ChatGPT

ParisIn the City of Light, Jo Malone unveils a store concept that feels like stepping into a high fashion Parisian flower market with the elegance of a boutique salon and the charm of a secret garden. Here, fragrance meets fine art. Walls are adorned with floral frescoes, while open air floral installations change seasonally to reflect the most loved floral scents in France from Peony & Blush Suede to Wild Bluebell and Red Roses. Customers can sit for a fragrance consultation or walk through a “scent greenhouse” where live blooms are paired with their fragrance inspirations. It’s indulgent, romantic, and deeply sensory just like Paris itself. The French consumer is emotionally attuned and values beauty, romance, and authenticity. This concept invites them to linger, explore, and emotionally connect, reinforcing Jo Malone’s status not just as a luxury brand, but artful storytelling through scent.

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