London Blooms Collection from Jo Malone for March is Limited Edition & Lovely

By Beaut.ie | February 13 2012 | 13 Comments

Jo Malone london blooms

We’re going to see more and more of these lovely patterned bottles from Jo Malone as it emerges, butterfly like from its metamorphosis from slightly fusty posh lady brand to younger, hipper gal about town label of choice. That’s thanks in part to new fragrances by perfumer Christine Nagel, who’s been responsible for the recent Wild Bluebell and English Pear and Freesia, both of which I loved, but they’re not throwing the baby out with the bathwater or anything – you’ll still be able to get old faves like Pomegranate Noir and Lime Basil and Mandarin. All the gorgeous touches like the signature packaging and bows (and prices, eek) remain, too.

But a move towards youth, fashion and design is definitely a new brand mantra and the recent appointment of style editor Charlotte Stockdale has rubber stamped the commitment made to the brand’s new approach.  London Blooms, a trio of limited edition scents due for release in March, is a big part of that.  The heritage of the brand is given a nice nod with transparent botanical drawings on the front face of each, and the three scents, Peony and Moss, White Lilac and Rhubarb plus Iris and Lady Moore will be €84 each.

jo malone white lily and rhubarb

I got White Lilac and Rhubarb ahead of release and wasn’t absolutely cray-cray about it – something about the rhubarb note didn’t quite grab me, but grabbing did occur: I opened it in front of Aisling who pronounced herself quite the fan of its light, sweet floral ways and swiftly divested me of it. So, it’s a hit as far as she’s concerned.

Peony and Moss, described as the “dainty and the dirty,” sounds intriguing – floral and earthy, I’m going to aim to sniff this when it hits counters. Iris and Lady Moore is billed as a spicy-fresh blend of powdery and poised purple flowers on a bed of vetiver.

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13 Replies to "London Blooms Collection from Jo Malone for March is Limited Edition & Lovely"

  • dublinista says:

    Luverly!!! I’ll be trying them.

  • Elle70 says:

    Rhubarb perfume at €84????? No……………….

  • Lorrrrrraine says:

    The packaging looks really naff to me. If you crossed out Jo Malone I’d assume they were Yardly or some Pound Shop spray. No doubt they smell beautiful though.

  • Corrie says:

    I’m not mad on the packaging either to be honest. I prefer the classic Jo Malone cream and black! Just wish I could afford it though!:-(

  • Fiona says:

    I’m a bit of a design-nazi (goes with the job) and I gotta say, I really like the redesign. It manages to visualise the product content without overpowering the brand identity. The illustrations have a very classically beautiful feel to them.

  • Aurora says:

    Lorrrrrraine too funny! You are dead right though, could be anything not Jo Malone if they crossed it out!

    Reminds me of room spray that my granny has in her bathroom, not pleasant at all :(

    Think they’re attracting blue rinsers rather than a younger demographic.

  • Tayto says:

    Noo.. Really don’t like the packaging and I want a photo of my perfume for morning of wedding. Will need to stick with English pear so.

  • Dee says:

    THE PRICE OF IT!

  • Jessabell says:

    I sometimes think that simplicity is key with these things. You pay that amount for something you expect it to look timeless and classic not like that! I could never bring myself to splurge on jo Malone anyway but I have to say that the minimal packaging would sway me far more than that.

  • Jessabell says:

    Although I suppose considering it’s limited edition they need something different packaging wise but I just think this version looks a tad cheap

  • florrie says:

    Looks cheap. Def Think reminiscent of yardley in the 80′s ( when I was a child). Such a rip off for what really is all packaging, branding and no substance. Should come with a warning: ” Headache inducing scent” no to mention price tag!!

  • MsMaryMc says:

    what florrie said! Rhubarb is shocking!

  • MARTINE says:

    I tried the Peony one and thought it was very pleasant but nothing more than that. Think the packaging is very cheap- reminds me of Crabtree and Evelyn. Really doesn’t match the price tag and scream “luxury”.

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