As detailed already on The Moodie Report’s Instagram and Twitter feeds, yesterday Jo Malone London unveiled its new fragrance, Wood Sage & Sea Salt Cologne, at its listed Georgian townhouse in the heart of London’s West End. The scent is set to roll out internationally, in domestic and travel retail doors, from September.
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Jo Malone London’s new Wood Sage & Sea Salt Cologne, available from September | |
The brand totally transformed its headquarters for the launch, bringing key elements of the English Coast – which was the inspiration for the latest scent – to the heart of the city.
Journalists were invited to pose in an authentic rowing boat against an audio backdrop of breaking waves and seagulls, before sampling a nautical-themed menu of lobster, salmon and samphire. A pop-up seaside sweet-shop – complete with racks of postcards – concluded the launch experience.
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Celine Roux: “The British coast is so special, so unique – you really don’t see anything like it anywhere else.” |
Wood Sage & Sea Salt Cologne aims to evoke a feeling of joy, freedom and escape, according to the brand, inspired by the unique character and qualities of the British beach. To reflect this, the ad campaign was shot on location in Northumberland by British fashion photographer Tim Walker.
As its name suggests, the key ingredients are ambrette seeds, sea salt and sage, complemented by grapefruit and red algae. “For me, this fragrance is different,” explained nose Christine Nagel. “The sea air mixes with salty spray and the mineral texture of sand and rock. Like the scent of driftwood, it has a natural and fresh sophistication. A complex combination of wood and the sea is at its core. The feeling is of free-spirited liberty and joy.”
Jo Malone London Creative Studio Fragrance Director Celine Roux told The Moodie Report how a visit to Cornwall provided the specific stimulus for the new scent. Roux oversees all fragrance development for the brand, briefing and guiding its Master Parfumers to see fragrance through from its conception to its creation.
“Our fragrance inspiration always starts with some element of British culture, which makes it easy in a way because it’s so focused,” noted Roux. “Two and a half years ago I went on a family holiday to Cornwall and fell totally in love with the area. I knew straightaway we had to create something [to evoke that]. The British coast is so special, so unique – you really don’t see anything like it anywhere else.”
She added: “Traditionally, when you think of a beach, you think of sun, warmth, bikinis. It wasn’t like that [in Cornwall]!” she chuckled. “It was rainy and windy, with big waves and rugged cliffs – so refreshing and exhilarating. It felt like an escape from real life, but in a good way.”
The challenge, however, was to encapsulate that scenario within a scent. “When I briefed Christine, I told her I wanted a fragrance that represented the English coast, but which wasn’t an aquatic,” Roux explained. “I wanted something mineral, and also something green.”
In order for Nagel to fully understand the objective, she took a trip to Camber Sands (in Sussex) with Roux. “It was necessary,” underlined Roux. “You have to experience [the English coast], otherwise you just don’t understand it. Most of the world’s perfumers are French, and they are not familiar with the British beach. We went in March; it was super windy and we got salt in our hair. It was exactly what I wanted Christine to experience.”
Sea salt was an obvious ingredient for the juice – sage, less so, perhaps. “That is what Christine chose to represent the green, woody aspect that was so important for me,” noted Roux. “And anyway, at Jo Malone we are known for using unusual ingredients. We like to experiment with different [notes] and where possible always try to include an unexpected twist.”
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Jo Malone brought the English coast to the heart of London for its latest fragrance launch | |
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The full Wood Sage & Sea Salt collection comprises a 30ml and 100ml Cologne, a 250ml Body & Hand Wash, a 175ml Body Crème and a 200g Home Candle. The recommended travel retail price points range from £25.60 to £62.40.
Wood Sage & Sea Salt can be worn alone, or is ideal for Fragrance Combining, particularly with Lime Basil & Mandarin or Nectarine Blossom & Honey Colognes.
