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Jo Malone has debuted her new fragrance label, Jo Loves, in London. The collection of four fragrances has launched at Selfridges and at a new Jo Loves pop-up store on Mayfair’s South Audley Street.

Malone has created an initial four fragrances — Pomelo, which Malone describes as “clean and crisp”; Green Orange & Coriander; Orange Tulle and Gardenia. The fragrances will retail for 95 pounds, or $148 for the 100 ml. fragrance. The fragrances come in a sleek heavy glass bottle, and are packaged in deep red boxes with a black Jo Loves logo. Malone describes the juice simply as “a fragrance,” but they have a concentration of 12 percent.

And as Malone noted that the collection is inspired by “emotions or memories that inspire me to be creative,” the perfumer is creating a multisensory experience for her customers — even those that engage with the brand online. In Selfridges, customers can experience each fragrance by entering a “pod”, which will remain in the store through Dec. 28. Once inside, they can press a button to be misted with the different fragrances, while a video of Malone talking about the inspiration for that fragrance plays. There is also a pod in the Jo Loves pop-up store.

And those that visit the Jo Loves Web site, joloves.com, can view and contribute to an online mood board of their favorite smells, called I Love. Visitors can view others’ images or upload their own images to the site, and other contributors can “love” an image by clicking on it, or comment on the image. The I Love site is also available as a smart phone app. Initially, Jo Loves will be available to customers in the U.S. and other European countries via the Jo Loves Web site. As reported, Jo Malone sold the Jo Malone Ltd. brand she created to Estée Lauder Cos. Inc. in 1999, and left the company in 2006.

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