Jo Malone London Girls Poppy Delevingne and Karen Elson.
Jo Malone London is bringing its London-based town house online.Today, the Estée Lauder Cos. Inc.-owned company will introduce digital "The Talk of the Townhouse" — billed by the brand as a digital platform that will open the doors "both literally and figuratively" to Jo Malone London.Named after the Georgian town house in London’s Marylebone that serves as the brand's global headquarters, content will showcase many of the British artists, singers and influencers the brand regularly collaborates with, including Poppy Delevingne, Karen Elson, Leith Clark, Sophie Dahl, Bay Garnett and Rose Uniacke. The Talk of the Townhouse also provides detailed information on the scents and perfumers behind every one of Jo Malone London's scents, gives monthly horoscopes and shares tastemaker hosting tips.A corresponding print edition coincides with the rollout, which will be given out in all freestanding stores across the U.K. and North America, in key transportation and urban hubs in London and New York City and hotels in New York, London and Los Angeles. Additionally, a printed copy will be included with every online order placed on jomalonelondon.com for the next two months."When we're launching a program we [typically] do a press trip and tell one simple story — but there's much more…[and] we want to express this through our classic communication tools," said Jean-Guillaume Trottier, global brand president of Jo Malone London. "It's really 360 degrees and it was needed — because today when you see the communication of brands it's all over the place."Welding the digital platform with the physical manifestation of Talk of the Townhouse, he explained, was key in touching as many customers — and wherever they might be engaging with the brand — as possible. The content platform's unified brand message will live simultaneously on Jo Malone's e-commerce site, on all its social channels as well as in-store. Trottier said the team is still figuring out what the frequency of a print edition might look like.Tonight, Delevingne and Elson are hosting a party in London at the Jo Malone London Townhouse, where the corresponding print issue of the "The Talk of the Townhouse" will be handed out to guests.Trottier called the project another layer to the brand's digital strategy."All of the content will also play out across social media. We very much see it as the heartbeat of the content ecosystem, which will effectively disseminate all content across digital and social channels and in-store," he said.According to data from Socialbakers, in the last year, the brand has chalked up a 63 percent increase in Facebook fans, which could be attributed to a 291 percent jump in posting frequency on the platform. On Instagram, relative followers increased by more than 105 percent.It's also sizable digital marketing initiative for the brand, which is said to be among the fastest-growing companies within the Lauder portfolio, with year-over-year growth nearing 40 percent. Jo Malone London surpassed $1 billion in retail sales for the first time last year."What we had in mind was that it was more than [just] the web," Trottier added. "It was clearly to be able to create a lot of content and stories for the brand...and now with our organization internally we can broadcast dramatically — and much faster — our storytelling cross-platform."
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty