Jo Malone is stepping back into the world of fragrance.
This fall, Malone — who in 2006 stepped down from the Jo Malone Ltd. brand she created after selling it to the Estée Lauder Cos. Inc. in 1999 — will launch a new fragrance brand called Jo Loves.
The brand will launch with a collection of fragrances, and Malone is developing a range that will encompass fragrance through flavor-inspired products. Malone said that, as the brand’s name suggests, the products have been guided by her own personal taste.
“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.”
To introduce the brand, Malone will launch a Jo Loves Web site, joloves.com, and Facebook page today, which will both show a video of Malone introducing the brand. While product names and ingredients are still under wraps, Malone has released an image of the brand’s logo, which will be the words “Jo Loves” set in a black and deep red square.
The packaging will also follow this theme. “It’s very giftable,” said Malone.
Since Malone exited Jo Malone Ltd. in 2006, she has been involved with different charity projects and schemes to help young entrepreneurs, and last year Malone’s television show, “High Street Dreams,” aired on the BBC in the U.K. The program, which Malone conceived, followed budding entrepreneurs trying to bring their products to major retailers. It was during the show’s filming, Malone said, that she discovered she had “that hunger” to start a brand again.
“It made me remember I love the beginnings of anything,” she said.
Malone went on to create her first fragrance last summer. “It’s like running round a racing track, when suddenly you get past that pain barrier and you start to sprint, and that’s what it felt like for me,” said Malone of arriving at the fragrance’s formula. “And I decided I was going to give it a go.” In addition to new fragrances, Malone said she will also introduce her own terminology to describe the different types of fragrances she’s created.
Malone, together with her husband Gary Willcox, owns 100 percent of the Jo Loves brand, which she’s currently running from her own home. Malone said the fragrance is aimed at the “higher end of the market.”
Meanwhile, along with launching products, Malone is also plotting a retail element to her new brand. “I’m definitely thinking about retail,” said Malone. “I’ve got a very different idea of how I want a shop to look.” And she has a broad vision for the brand’s reach. “I’m looking at selling it in all four corners of the world again, I don’t just want to stay in my city,” said Malone. “I want to create jobs from it, I want to create the interest.” Malone continues to attend speaking events for young entrepreneurs and offers her help to nurture emerging businesses.
And while she underlined that she feels the brand “won’t end in a bottle of fragrance this time,” the olfactory world remains her passion. “Fragrance is the thing that makes my heart beat, it’s the thing I think about every single day,” said Malone. “It’s something that makes me incredibly happy and fulfils me as a human being.”
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)