In a departure from the "traditional" Jo Malone fragrance families, the company will introduce Cologne Intense in July. Cologne Intense draws its inspiration from the Middle East and is expected to appeal to Jo's Malone's Middle Eastern customers, with scents that are familiar, but mixed in novel ways. I'll bet the new fragrances will be international hits!Dominic De Vetta, Jo Malone’s Global General Manager, told WWD that the launch is part of a company-wide strategy to respond to regional consumer preferences. “We wanted to start playing with deeper, richer ingredients, and we wanted to offer more consumers that experience in a very Jo Malone and modern way,” he said, adding the collection was created to appeal to “fragrance connoisseurs” as well as the brand’s Middle Eastern clientele.
De Vetta explained to The Moodie Report how one of Jo’s last creations before retiring, the now-iconic Pomegranate Noir, partly inspired the new quartet. “This is a richer, deeper fragrance that was memorably described, in our view, by New York Times fragrance critic Chandler Burr as ‘like spraying a layer of twilight’ over your body. We thought that was an interesting image, because it also highlights another unique angle of Jo Malone fragrances, which is that they capture a certain quality of light.”
When it debuts in July, the collection will only be sold in about 35 stores globally, including doors in Paris, London, and New York. The collection, which was blended by Christine Nagel of Fragrance Resources, includes familiar Middle Eastern notes with a modern interpretation: two florals, one spicy, and one woody.
- Amber & Patchouli, which has notes of amber, patchouli leaf, and guaiac wood, emphasizes patchouli with a supple, suede-like finish, resulting in a seductive, spicy, woody fragrance
- Oud & Bergamot, described as a fresh interpretation of the dark, hypnotic scent of oud, derived from the heartwood of the aquilaria tree, with additional notes of bergamot and an orange granite accord based on natural extracts of lemon and orange
- Rose Water & Vanilla, billed as a twenty-first century translation of the traditional Arabian Rose Mokhalat, imbued with a modern Jo Malone edge - the rose and vanilla are complemented by neroli overlaid with the sweet, floral woodiness of petitgrain
- Iris & White Musk, a blend of violet, Casablanca lily, white musk, and iris notes, is said to be composed with beautifully controlled contrasts
The packaging will reflect the "darker," richer spectrum of Jo Malone's fragrances. Following the rules of fragrance mixing, you will want to spray Cologne Intense first, and then apply one of your lighter scents to "make it your own."
I'm such a Jo Malone fan. Even if Cologne Intense isn't tailor-made for me, I can't wait to smell the new fragrances!
Sources: WWD, Jo Malone, and The Moodie Report
Photo courtesy of WWD