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The inflight Jo Malone Collection will comprise Jo Malone Orange Blossom Cologne; the Jo Malone Travel Candle Set; and Jo Malone Lime Basil and Mandarin Cologne |
UK. Jo Malone – which was acquired by The Estée Lauder Companies in 1999 – is poised to make its debut in the travel retail channel this spring.
From 1 March, the brand will be carried onboard British Airways (BA) long haul routes. And later this summer it will enter airport travel retail, via a free-standing store at London Heathrow airport terminal three, in partnership with World Duty Free (WDF).
Three items – all of which will be promoted extensively in the onboard Shopping the World brochure – have been listed by BA.
The inflight Jo Malone Collection will comprise Jo Malone Orange Blossom Cologne; the Jo Malone Travel Candle Set; and Jo Malone Lime Basil and Mandarin Cologne. Each item will retail at about £43.20.
The products will be presented in the company’s signature luxury cream boxes tied with a black bow, but in packaging that has been adapted exclusively for BA.
Estée Lauder Companies Vice President/General Manager Europe/Middle East/Africa Stephane Beraud commented: “The introduction of Jo Malone to travel retailing is very significant for the brand”¦which has established, and continues to develop, a considerable customer base. It is also a brand that has gained significant recognition globally as a premium lifestyle brand.
“The introduction of this brand initially on British Airways will be a great launchpad for what we believe is a brand that has further sales potential in travel retailing.”
Regional Sales Director Travel Retailing Europe/Middle East/Africa Bethan Williams added: “We are delighted to introduce Jo Malone to the travelling consumer with our partners British Airways. We are confident the discerning international passenger will be enthralled by the unique selection on offer.”
BA Buyer Inflight Retail Helen Dobell commented: “We are delighted to be offering the Jo Malone brand within our Shopping the World range. The brand has gained a substantial following globally and so we see it as a great opportunity for British Airways to be including three of the top-performing products as part of our onboard selection from 1 March.”
JO MALONE BACKGROUND
Jo Malone began her beauty career proper about 20 years ago, mixing skin preparations and giving facials to private clients in her own London flat. Her trademark is the unusual combination of ingredients that both blend and “collide”. The first such product was a Nutmeg & Ginger Bath Oil, created as a thank-you gift and given to her first facial clients – one of whom ordered a further 100 bottles to give as gifts to her party guests.
From those 100, 86 called to place their own orders, and the rest is beauty history. In 1994, Malone and husband Gary opened their first store at 154 Walton Street, London. Five years later, the company was acquired by the Estée Lauder group.
At the time Chairman and Chief Executive Officer Leonard Lauder commented: “Jo Malone embodies all the best qualities for a cosmetics entrepreneur. She has a keen passion for this business; she develops truly innovative products and she has a strong belief in educating the consumer.”
Key Jo Malone collections and concepts include Jo Malone Skin Care (launched in March 2002); Facial Finishers (launched in March 2003); Fragrance Combining; and Scent Surround (home fragrance).
There is also The World of Jo Malone mail order “Magalogue” and, since November 2001, Jo Malone Express – a bespoke delivery service for sending gifts worldwide. Customers can also buy on-line from www.jomalone.co.uk
Jo Malone stores feature a number of innovations such as Fragrance Booths, where scents can be sampled at the touch of a button within a clean-air environment, and Skin Care Bars, where customers can see and experience practical demonstrations of the products.
In addition, there are Wet Test Areas, where customers can sample products such as bath oils, shampoos and conditioners. At the Tasting Bars, Jo Malone “stylists” prepare customised fragrance products to order, for example by adding tinctures of fragrance essence to body crème and lotion.
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Estée Lauder Companies VP/GM Europe/Middle East/Africa Stephane Beraud: “The introduction of this brand initially on British Airways will be a great launchpad for….a brand that has further sales potential in travel retailing” |
JO MALONE KEY DATES
1983 – Jo sets up her Facial Clinic in Chelsea, London
1994 October – Walton Street boutique opens, London
1998 – Jo opens doors within selected US doors
1999 September – Jo Malone Ltd is acquired by The Estée Lauder Companies
2000 April – Store launch in Royal Exchange, London
2000 August – Store launch in Edinburgh, Scotland
2001 March – Flatiron store launch in New York, NY
2001 March – Brown Thomas counter launch in Dublin, Ireland
2001 November – Jo Malone Express mail order service launches
2002 March – Skin Care Collection launch
2002 March – Treatment Room launch at Brook Street, London
2002 October – Store launch in Leeds
2002 November – Store launch in Glasgow, Scotland
2003 March – Facial Finishers Collection launch
2003 March – The World of Jo Malone Magalogue launches
2003 March – Treatment Room launch at Sloane Street, London
2003 May – On-line e-commerce launch with www.jomalone.co.uk
2003 August – Counter launch in Harvey Nichols, Manchester
2003 November – Coffee fragrances & Tasting Bar concept launch
2004 May – Basil Outdoor Living Collection launch
2004 June – Madison Avenue, New York store launch
2004 October – Jo Malone 10-Year Anniversary
2004 Autumn – David Jones, Sydney Australia, store launch
MORE STORIES ON THE ESTEE LAUDER COMPANIES
Estée Lauder names new North America President – 28/01/05
Estée Lauder introduces new foundation compact – 29/12/04
Estée Lauder Companies names Dan Brestle Chief Operating Officer – 15/12/04
