Jo Loves, the new brand by Jo Malone - the private person as opposed to the public brand owned by Estée Lauder cos. - launched its new collection of fragrances yesterday following up on an earlier announcement in the spring of 2011.
In a very hands-on approach, Jo Malone herself appears in videos on the brand's site to speak about the emotions provoked in her by Pomelo, Green Orange & Coriander, Orange Tulle and Gardenia...
Jo Malone is very good at conveying the sybaritic pleasures of perfume.
From the press release:
Clean and Crisp
“Pomelo is clean and crisp; it’s my best friend made up of memories and moments. It’s that feeling of fresh linen sheets or a glass of bubbling fizzy water with a slice of lime and lots of crushed ice. I spray Pomelo onto my skin a couple of times when I go into the office, when I’m out and about and again before lunch or cocktails. Like me, Pomelo has a masculine side to it, it’s confident and sharp.”
GREEN ORANGE & CORIANDER
Soulful and Sassy
“Green Orange & Coriander is soulful and sassy. It has a wonderfully clean smell to it and the marriage between green citrus and herb sits beautifully together to become very sexy. This fragrance reminds me of Sunday brunch in New York; sitting in a hotel wearing a big roll neck cashmere sweater drinking a glass of wine in front of a log fire. It’s incredibly comforting yet at the same time it evokes a real sense of passion and warmth.”
Fun and Flirty
“Orange Tulle is fun and flirty. It’s a fragrance which captures movement and breathes life as it’s soft floral notes dance up and down drawing you in and teasing. Orange Tulle captures an element of innocence and youthfulness regardless of age. It makes me feel 16 again! It’s a very feminine scent with a wonderful fragile element to it almost like a bride on her wedding day. I love to wear Orange Tulle to afternoon tea with my girlfriends when for just a few hours I want to feel completely frivolous.”
Rich and Regal
“Gardenia is rich and regal. This fragrance walks into a room and stands out in the crowd. You can instantly feel the creaminess of the petal and the distinctive floral note which evokes memories of beautiful Hawaiian summer days as well as hints of a winter evening. Gardenia is so identifiable and distinguished in character and I wear it when I want to feel a sense of confidence and pride.”
More information at joloves.com