Jo Loves

Jo Loves is a British fragrance brand founded by perfumer Jo Malone[1] in 2011 following her 2006 departure from Jo Malone London. She had founded that brand in 1994, and subsequently sold it to Estée Lauder Companies in 1999.[2]

Background

Based in London, England, Jo Loves sells fragrances, scented candles, and bath and body products[3]

The name Jo Loves refers to the memories and experiences which inspired Malone to create each fragrance. When the brand launched in 2011, Malone said, "This new brand is about memories - it's where I am and the person I am now".[4] The CEO is Gary Willcox,[5] Malone's husband.

Products

The company produces 14 different fragrances,[6] and bath cologne, body crème, body lotion, bath & shower gel,[7] and scented candles.[8][9] The scent 'Pomelo' was the first fragrance that Malone created after a five-year pause from creating fragrances.[10] Malone has explained that all of her products capture the things in life that inspire her,[11] and many of the fragrances are influenced by Malone's interest in cooking.[12]

With Jo Loves, Malone has developed innovative products, including layered scented candles, launched in 2012.[13] Composed of three scent layers, the candle burns through the first scent and then blends with the middle layer, producing a compound fragrance before burning down to the bottom layer for a final fragrance.[14] Bath cologne was introduced in 2013;[15] an industry first, it contains 10% fragrance, placing it between an eau de toilette and an eau de parfum.[16] The formulation took Malone two years to develop.[17] The same year Malone introduced the Jo Loves tapas, an in store service where customers are served fragrances as if they were culinary dishes, such as a tagine of Bath Cologne.

Stores

The first Jo Loves store was opened on 42 Elizabeth Street in London's Belgravia neighbourhood.[18] The same site was the location of Malone's first job as a florist's assistant when she was sixteen years old. Malone created the fragrance "No. 42 The Flower Shop" to commemorate this.[16] In November 2011, Jo Loves operated two pop-up stores; one in department store Selfridges in London and another in Mayfair, London. Jo Loves also has an on-line store.[19]

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References
  1. Niven, Lisa (11 October 2013). "Jo Loves's Fragrance Brasserie". VOGUE.co.uk. Retrieved 20 March 2015.
  2. Burn-Callander, Rebecca (8 February 2015). "Jo Malone survives 'the wilderness years' to keep fighting". The Daily Telegraph. Retrieved 16 March 2015.
  3. Das Gupta, Lila (1 December 2011). "Jo Malone Releases new line: 'Jo Loves'". Basenotes. Retrieved 16 March 2015.
  4. Niven, Lisa (4 November 2011). "Jo Loves". VOGUE.co.uk. Retrieved 16 March 2015.
  5. White, Catherine (2 July 2014). "Jo Loves CEO: IP was 'just jargon' but not anymore". Intellectual Property Magazine. Retrieved 16 March 2015.
  6. "Fragrances by Jo Loves..." Basenotes. Retrieved 19 March 2015.
  7. Gibbs, Nancy. "The Most Magical Store in Belgravia". About Time Magazine. Retrieved 19 March 2015.
  8. Aked, Hilpern, Abigail, Kate (18 March 2015). "18 best scented candles". The Independent. Retrieved 19 March 2015.
  9. Barron, Pattie (4 December 2012). "Christmas by candlelight". Homes and Property. Retrieved 19 March 2015.
  10. Gilchrist, Hannah (29 June 2012). "Jo Malone Red Chat". Red online. Retrieved 16 March 2015.
  11. "Jo Malone to launch new brand". Cosmetics Business. 15 March 2011. Retrieved 16 March 2015.
  12. Dos Santos, Nina (20 October 2014). "Smell of success: Jo Malone's 'million dollar nose'". CNN. Retrieved 16 March 2015.
  13. Gentleman, The (1 August 2012). "What to buy for her – three perfect gifts". The Gentleman’s Journal. Retrieved 16 March 2015.
  14. Edwards-Freshwater, Charles (5 November 2014). "Jo Loves: A New Scentsation from Jo Malone MBE". The Gentleman’s Journal. Retrieved 19 March 2015.
  15. Cunningham, Jane (13 August 2013). – "What Jo Malone Did Next" Check |url= value (help). Huffington Post. Retrieved 23 March 2015.
  16. Cunningham, Jane (12 August 2013). "An olfactory odyssey". How To Spend It. Retrieved 20 March 2015.
  17. Morgan, Valirie (24 February 2014). "New Spring Bath Colognes By Jo Loves". Beauty and The Dirt. Retrieved 20 March 2015.
  18. Young, Katy (9 October 2013). "Jo Malone opens debut Jo Loves store". Telegraph Fashion. Retrieved 19 March 2015.
  19. Lawrenson, Amy (16 November 2011). "ELLEuk.com Loves Jo". ELLEUK.com. Retrieved 20 March 2015.
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