OMG…We’ve just got wind that Jo Malone, who famously sold her brand to Estée Lauder in 2006, is returning to the world of fragrance as she launches a new company called Jo Loves. The grand launch will include a whole collection of fragrances through flavour inspired products and as the brands’ name suggests the scents have been very much guided by her personal tastes. Jo says, “It’s things that I love, and some people will love them and some people won’t,” said Malone. “I haven’t really got a specific target audience.”
The grand introduction of the brand will be via joloves.com and a Facebook page. You can check out Jo's introductory video on the site too!
Although product names and precise ingredients are still under wraps, Jo has released an image of the brand’s logo which will be the words 'Jo Loves' set in a black and deep red square which we reckon is quite simply lovely jubbley.
Since exiting Jo Malone Ltd in 2006, Jo has been involved with various charity projects and last year the television show, 'High Street Dreams' The program, which Malone herself conceived, followed budding entrepreneurs trying to bring their products to major retailers. In fact, it was during the show’s filming that Jo discovered the hunger to start a brand again - 'It made me remember I love the beginnings of anything,' she said.
In addition to new fragrances, Malone said she will also introduce her own terminology to describe the different types of fragrances she’s created from her own home. In the long term however, she is keen to emphasise a broad vision for the brand’s reach. 'I want to create jobs from it; I want to create the interest.' Jo we salute you and we couldn’t be more excited. What are your thoughts?
- Rose Beer