UK. Earlier today, at Fitzroy Square in London, Jo Malone unveiled its new feminine fragrance, called Wild Bluebell. The scent was also celebrated last night at an exclusive media dinner at Gordon Ramsay at Claridge’s.
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The new Wild Bluebell fragrance from Jo Malone heralds a change of direction for the brand |
The fragrance heralds a radical change of direction for the brand, following the appointment last year of James Gager as Senior Vice President, Group Creative Director. Gager, described as a “game-changer” by John Demsey, Group President of The Estée Lauder Companies, was formerly Senior Vice President Creative Director for MAC Cosmetics Worldwide.
Gager’s unique vision is instantly evident in the Wild Bluebell advertising campaign, which features a model – the whimsical personification of Wild Bluebell – for the first time. Previously Jo Malone campaigns have focused solely on the product as hero.
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The “face” of Wild Bluebell was present at the London reveal, which took place earlier today |
“Wild Bluebell is very different from anything the brand has ever done before,” confirmed Jo Malone Fragrance & Lifestyle Director Debbie Wild. “It is a new direction for us, and it will help to bring us a different kind of customer.”
She continued: “Our new Creative Director James Gager is working with us to reinvigorate the brand and he has allowed us to think in different ways. He has interpreted [Master Perfumer] Christine Nagel’s Wild Bluebell as this beautiful character, who really brings the fragrance to life.”
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The London launch venue was transformed into a whimsical landscape of bluebells and bunnies |
The quirky visual, inspired by a contemporary fairy tale, features a bewigged Wild Bluebell reclining indoors on a carpet of flowers, accompanied by two white rabbits. The campaign was shot by British photographer Tim Walker, and aims to depict classic English eccentricity, with a modern twist.
The juice opens on notes of fresh bluebell and clove, building to a heart of lily of the valley, eglantine and jasmine. The base combines white amber and musk.
Wild paid tribute to Nagel’s talents as a nose. “We chose Christine because she creates wonderful fragrances with unexpected ingredients, which Jo Malone is famous for,” she explained.
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New Creative Director James Gager’s unique vision is evident throughout the entire Wild Bluebell concept | |
 Jo Malone goes Wild |
| Wild Bluebell Cologne might embody English eccentricity, but it remains resolutely high-end in terms of ingredients, overall execution and pricing. The luxe has not been lost. |
| The Moodie Blog |
“At first it was difficult, because no natural extract of bluebell exists,” Nagel told The Moodie Report. “I decided not to use a scientific extraction, but to utilise my mind and my nose instead. So the fragrance features my version, my reinterpretation of how a bluebell smells.”
Nagel was keen not to compose an overly sweet juice; Wild Bluebell has a lush, dewy quality, with subtle zesty, spicy undertones.
Like all Jo Malone fragrances, Wild Bluebell is said to be ideal for Fragrance Combining. “Three fragrances which work particularly well with it are Vanilla & Anise, Nectarine Blossom & Honey and White Jasmine & Mint,” noted Wild.
Jo Malone Wild Bluebell will be available from 1 September as a 30ml and 100ml Cologne, a 250ml Body & Hand Wash, a 175ml Body Creme and a 200g Home Candle. The recommended domestic price points are €42, €84, €40, €60 and €50, respectively.
Note: The native English bluebell is under threat. To help England stay carpeted with this flower, Jo Malone London has made a donation to the Woodland Trust.
