An Evening with Jo Malone at Space NK Belfast
On Tuesday night I was lucky enough to attend an event at Space NK in Belfast to meet Jo Malone and find out all about her new company Jo Loves. One word I would use to descrbe this woman is passionate with a capital P!! Honestly one of the most remarkable women I’ve ever met.
I’m sure you’ve all heard and smelt Jo Malone London fragrances. I’ll never forget my mum having a bottle of pomegranate noir, such a signature scent which was just a reminder of home and I just couldn’t get enough. Now I’m here meeting the woman who created these amazing fragrances and turned it into a global empire from such small beginnings. This woman has gone from living on a council estate with no qualifications to creating an global phenomenon and soon to be receiving an MBE. As a business student I could not be more inspired to see the reality of turning a dream into something truly amazing.. especially for a woman. Not only that but she has turned her dyslexia into something that makes her the best at what she does. She has what is called Synesthesia which is something described as a ‘muddling of the senses’. So she doesn’t see colours but looking at a colour she smells it; so by looking a green box she described it as smelling crushed leaves in the rain or a ladies orange shirt was making her smell tangerines. She said in her own words she may not be good at forming a sentence but instead she has a sixth sense when it comes to smells. She took what made her special and gave us all the joy of her fragrances.
In an exclusive interview between editor in chief of The Style Edit UK, Jennifer Taggart. and Jo Malone we got the inside scoop on her new company Jo Loves. After having sold her company Jo Malone London; she has since battled and come through cancer and is now onto her second brand Jo Loves. Her product really is something special and no wonder it has lead her to were she is today. She describes that her perfumes are a way of telling stories; a representation of a moment in time. Jo Loves is a way of representing what Jo truly loves for example Pomelo is walking down Pomelo beach; White Rose and Lemon leaves is being in Buckingham Palace gardens.. But its the perfume that is titled Jo Loves that really is an embodiment of what Jo Malone loves. She described it as a way of being in that euphoria moment where your past, present and future all come together. Being in a position where she has beaten cancer and has the excitement of a new chapter ahead… that’s what Jo Loves represents to her. The perfume consists of the one smell she is obsessed with over anything else and that’s grapefruit. She excitedly told us while she was in Paris and creating the perfume she insisted on as many grapefruits as possible; even when she was told that it was too many she wanted more. These grapefruits are positioned over a wood base giving this masculine and clean aroma to the fragrance. Such a delicious smell and even after I had applied it that night the smell had lingered on me well into the next day; it’s so addictive and I can see why she loves the fragrance so much. Apparently once it was created, Jo was the only one wearing it for a year before she let the rest of us in on it; it was her special secret which she kept to herself until now.
Out of all her products in the Jo Loves collection it’s the Fragrance Paintbrushes that really caught my eye.. It is an idea that has been adapted by other brands like YSL Black Opium but the idea all started in Jo Malone’s Kitchen. Her dad’s an artist who worked a lot with paintbrushes and it’s a paintbrush which Jo uses to test fragrances… next thing the idea just hit her to create a way that all of her consumers can be an artist with her fragrances. Not only that but you can use it to change the temperature of the skin.. in the summer you can stick it in ice so it’s cool as you apply it… or in winter stick it in warm water!! Either way this product is so ingenious and innovative to the fragrance world… just another way Jo Malone stands out!! A lady in the audience started to test one of the fragrances and started to rub her wrists together (as we all do..), Jo told her to never do that with a look of slight horror! She said to NEVER rub the perfume because it burns the notes and ruins the scent! I don’t know about you but I don’t know how long I’ve been rubbing perfume into my wrists so it’s fair to say I was actually mind blown at this point ! At the end of the Q&A we were teased that possibly Jo may go down a clean skincare line as she makes all natural skincare products at home in her kitchen… I mean how amazing would that be!
Fragrance Tapas is a way Jo Malone has expressed her creativity in gifting her consumers senses with experiencing 3 courses of deliciously fragrant goodness! She describes it as the first kiss between the brand and the consumer and lets be honest we always remember our first kiss…
First Course:- Bath Cologne served with a steaming hot tagine to encompass you and draw you in
Second Course:- Body cleanser shaken over ice and poured into a glass so you get a crisp cool smell as it’s finished off with a spritz of your favourite fragrance over the top
Third Course:- Body lotion foamed and painted onto your skin for a luxury feeling
It was definitely a pampering of the senses and an experience that really enchanted me into the brand…
Thank You to Space Nk and The Style Edit for pulling off one of the most fabulous of events!! Shop the Jo Loves collection here!!