Executive Credit: Nancy Feetham, Jo Malone London General Manager/Senior Vice President, North America
Inspiration: The brand wanted to create a fragrance that celebrates its brand heritage. Basil & Neroli captures the vibrant spirit of London, and it contains basil, one of the company’s signature ingredients first introduced 25 years ago in Lime Basil & Mandarin. With neroli as its heart note, this new fragrance is modern and unexpected.
Marketing plan: Digital is an important part of the launch strategy. Inspired by the #LondonLark theme of its campaign (“lark” is a uniquely British expression for a spontaneous mini-adventure), they have created a new, virtual way to explore London at its most fashionably young and fun. Launching this month on jomalone.com, customers will have the opportunity to create their own animated persona to tour the sights and take selfies in various iconic locations throughout London. Each experience can then be captured in digital photographs and shared on personal social media channels. Customers will receive a complimentary sample of the perfume, for a limited period.
New Strategy: This is the first time Jo Malone London has launched an interactive digital experience that allows customers to create their own avatar online.
Get It: It will be sold at Jo Malone London boutiques nationwide and on jomalone.com in September, and retails for $130 for 100ml; $65 for 30ml.