Good brand marketing is all about capturing the imagination of your audience and telling stories that appeal to their emotions; if there was an award for ticking that box, then Jo Malone London would be top of the class. With every collection they release an evocative backstory and imagery that captures exactly the inspiration behind their new scents, so you almost know what you’re going to smell before you’ve even stepped into a boutique. With the launch of their latest ‘Lost In Wonder’ collection they’ve once again created something magical, using the ancient lost Hanging Gardens of Babylon as the basis for two new scents that are utterly addictive.
Said to have been built by a King for his Queen because she missed the greenery of her homeland, the lost Hanging Gardens are thought to have been a majestic wonder constructed over a number of structures and terraces; although it’s not known exactly where they would’ve been or what they would’ve contained, Jo Malone London worked to reimagine the gardens around the fig tree (known as the ‘fruit of the gods’) and the floating lotus flower in order to create something anchored in legend.
The result is a duo of scents that are both unique, complementary and evocative…
Jo Malone London Fig & Lotus Flower Cologne* (From £50.00)
An invitingly fresh and elegant scent, this has been crafted to represent ‘luscious lotus flowers skimming the surface of a shimmering pond.’ With top notes of fig leaf to provide greenery and freshness, lotus flower at the heart to create a dewy and light floralness, and a base note of vetiver to ground the fragrance in an earthy harmony, the result is something so beautiful that I just know it’s set to become a best seller.
I can definitely detect some more citrusy notes to balance the greenery and floral heart, and this definitely evokes a feeling of timeless refinement – like a lady who wafts into a room and leaves the most subtle scent trailing behind her. Like many of the JML scents, this is universal in its appeal without being bland or boring. It works beautifully on its own, and has become an instant favourite of mine, but is also the perfect ingredient for layering up with heavier fragrances for an altogether unique experience.
Jo Malone London Cypress & Grapevine Cologne Intense* (£128.00)
A much bolder, richer and earthier counterpart, Cypress & Grapevine offers an invigorating experience that’s best suited to those who like their scents headier. Cypress’ woody freshness works beautifully with the warmth of amber and cedar wood, while juicy grape and vetiver add an interesting and unexpected combination; a base of moss helps to convert the ‘undergrowth damp with fresh rain’, resulting in a fragrance that’s perfectly suited to these chillier mornings and darker evenings.
The ‘cologne intense’ collection is made with more potent, heavier and richer components, which is reflected in their price. If you prefer your fragrances lighter and fresher then this won’t be for you, but when worn in tandem with Fig & Lotus Flower the resulting scent is delightfully unexpected – a mix of heavy earthy notes and lighter greenery ensures the sensation of walking through an overgrown garden before the dawn has broken.
My personal favourite is the Fig & Lotus flower, for it fills a gap I didn’t know I had until this landed on my desk. On a day to day basis I prefer my scents fresher, lighter and easy to just spritz on; this is exactly that. The longevity of it isn’t fantastic (the price you pay for lighter fragrances) but I’d happly re-apply this throughout the day without the fear of overpowering everyone I walk past. It’s undoubtedly replaced the more floral and fruity scents I’ve been leaning towards all summer, and will be a go-to throughout Autumn and well into Spring thanks to its ability to adapt to every mood and look I happen to be adopting that day.
I just can’t fault it, so you should just head on over and discover it for yourself…
*AD: press samples sent with no obligation to feature; affiliate links used