Luxury is synonymous with status and exclusivity. Brands need to invest, pay attention to detail, design, exclusive services, marketing, quality products and, the most important, need to associate with a certain lifestyle. Jo Malone London is one of those brands that has reached a luxury status. It is a British brand of perfumes and scented candles (luxury products for bathing, body and home), founded by Jo Malone in 1994, although acquired by Estée Lauder in 1999, is currently available in 22 countries. The English fragrance brand has conquered fans worldwide and has entered the same level of a Chanel bag for example. Jo Malone opened doors in London with a proposal to offer simple, yet sophisticated fragrances that can be used by men, women and in any environment. The brand's slogan is, therefore, For her. For him. For the home. Today, Jo Malone has 27 personal perfumes, 15 of which can be found in body moisturizers, scented candles, bath oils, soaps, air fresheners, and diffusers, among others. The main differentiation of the brand is in the proposal to combine fragrances. The simple aromas are made to be combined with each other as a way to personalize the perfumes. On the site, there are suggestions for combinations of fragrances for ‘hotter’ or ‘fresher’ effects, and in the shops there is a consultancy service that advises which combination of aromas is the most suitable for each type of person. Besides this ‘pampering’, Jo Malone also offers personalization services for weddings, developed according to the flowers and party decoration. The details are also in the impeccable decoration of the shops, on the labels, in the silk scented paper of the wrapping with a renowned brand’s fragrance... Everything reaches the level of excellence and with a consistent visual identity. The beauty, the quality, the service, the environment, the status, the packaging... Everything seems like it’s not absurd to pay about 350 euros for a scented candle...
