Inspired by the shape and detailing seen on vintage marmalade jars. Jo Malone London celebrates all the fun of the fete with a new collection, The Marmalade Collection. Five scents; Tangy Rhubarb, Rose Blush, Orange Peel, Elderflower and Blackberry & Bay are included in the new 30ml cologne range.
Natural fruit extracts were created specially for The Marmalade Collection by one of the UK’s leading soft fruit processors in Blairgowrie, Scotland. Usually used in the food industry, fruits and berries from local growers are steam distilled into draughts that are added directly to the fragrance. These extracts help to capture the true vibrancy of tart rhubarb and juicy blackberry.
Celine Roux, Global Head of Fragrance says, “Over 10 years ago, we launched the Sugar & Spice collection, which was inspired by beloved British puddings. This worked really well, and I started thinking about fragrances themed around jams and, in particular, marmalade. Using seasonal fruits to create homemade preserves that you can gift to family and friends seems like such a quintessentially British pastime, conjuring up images of English breakfasts, high teas and village fêtes.”
TheChicGeek says, “This looks like Jo Malone’s attempt to woo the Gen Z customer; smaller sizes, cheaper price points, Helvetica-like hipster packaging and sweet shop type fragrances. The imagery is a mix of Gucci and soft-focus Sofia Coppola. This feels like a completely different customer for them, though some of their fragrances have always had a mix of sweet and gourmandy in there. I haven't tried these to recommend any."
Jo Malone - Marmalade Collection - 30ml - £55
jomalone.co.uk and Jo Malone London stores nationwide from 1st May 2021
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