Jo Malone takes a fragrant walk on the Wild side
The fragrance heralds a radical change of direction for the brand, following the appointment last year of James Gager as Senior Vice President, Group Creative Director. Gager, described as a game-changer by John Demsey, Group President of The Estée Lauder Companies, was formerly Senior Vice President Creative Director for MAC Cosmetics Worldwide.Gagers unique vision is instantly evident in the Wild Bluebell advertising campaign, which features a model the whimsical personification of Wild Bluebell for the first time. Previously Jo Malone campaigns have focused solely on the product as hero.
Wild Bluebell is very different from anything the brand has ever done before, confirmed Jo Malone Fragrance & Lifestyle Director Debbie Wild. It is a new direction for us, and it will help to bring us a different kind of customer.
She continued: Our new Creative Director James Gager is working with us to reinvigorate the brand and he has allowed us to think in different ways. He has interpreted [Master Perfumer] Christine Nagels Wild Bluebell as this beautiful character, who really brings the fragrance to life.
The quirky visual, inspired by a contemporary fairy tale, features a bewigged Wild Bluebell reclining indoors on a carpet of flowers, accompanied by two white rabbits. The campaign was shot by British photographer Tim Walker, and aims to depict classic English eccentricity, with a modern twist.
The juice opens on notes of fresh bluebell and clove, building to a heart of lily of the valley, eglantine and jasmine. The base combines white amber and musk.
Wild paid tribute to Nagels talents as a nose. We chose Christine because she creates wonderful fragrances with unexpected ingredients, which Jo Malone is famous for, she explained.
At first it was difficult, because no natural extract of bluebell exists, Nagel told The Moodie Report. I decided not to use a scientific extraction, but to utilise my mind and my nose instead. So the fragrance features my version, my reinterpretation of how a bluebell smells.
Nagel was keen not to compose an overly sweet juice; Wild Bluebell has a lush, dewy quality, with subtle zesty, spicy undertones.
Like all Jo Malone fragrances, Wild Bluebell is said to be ideal for Fragrance Combining.
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Even the duck leg was glazed with a honey-lavender sauce. If I thought that lavender couldn't be used effectively across so many dishes, or that I would grow tired of eating an herb usually reserved for perfumes and candles, Bistro Provence proved me
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it are Vanilla & Anise, Nectarine Blossom & Honey and White Jasmine & Mint,” noted Wild. Jo Malone Wild Bluebell will be available from 1 September as a 30ml and 100ml Cologne, a 250ml Body & Hand Wash, a 175ml Body Creme and a 200g Home Candle.
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Once your order has been received we will contact you to take your personalisation details.Celebrate with this lovely valentine’s keepsake candle.
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