Jo Loves launches at Selfridges
On Monday I was invited to the launch of Jo Malone's new fragrance brand Jo Loves (which we told you about way back in March) which took place in her pop up stand in Selfridges beauty hall before the store opened (that's 8am by the way).
After we stopped marvelling at how weird it was to see the department store empty, Jo herself introduced us to the four fragrances that kick off the line: the 'soulful and sassy' Green orange and Coriander, the 'fun and flirty' Orange Tulle, inspired by a ballerina's tutu (and strangely it does capture that aerated impression of movement), Gardenia, a 'rich and regal' scent to inspire confidence, and Pomelo, which Jo describes as her 'best friend', a clean, crisp, lime-y scent.
To help you choose your scent, Jo created a pod beside her stand, which you can see above right - you stand inside and choose which scent you want to sample, and as you watch a video of Jo telling you about the scent, it's emitted from a vent under the screen. You can then record a your thoughts on it which will be emailed to you and go up on the Jo Loves microsite. To go with this interactivity Jo also set up the I LOVE app, which allows you to create your own mood board of scents - check it out here.
I can also tell you that two candles will be added to the line in time for Christmas, which I can't wait to tell you more about, because they're quite exciting, as candles go.