A sense of scent

Popular British fragrance brand Jo Malone London is all set to launch the latest addition to its cologne line this September with Mimosa and Cardamom joining an already eclectic selection of memory invoking scents.
Creating a new scent for Jo Malone often starts two years in advance and aims to recreate the essence of a place or time somewhere in the world. Mimosa and Cardamom aims to evoke the British bohemian spirit and lifestyle. The sense of adventure the orientalists brought to their decoration style, using clashing patterns and fabrics and textures, was a main influence in creating this scent.
One particular source of inspiration comes from Frederic Leighton, a prominent Victorian era artist whose works were in turn inspired by the Far and Middle East.
Speaking at the recent launch event, Jo Malone London executive director Chris Wyatt explained that master perfumer Marie Salamagne wanted to capture the free thinking spirit of the British bohemian, who travelled to the far flung corners of the globe to bring back trinkets and treasures.
To recreate the bohemian feel, Salamagne visited the Leighton House Museum, then travelled to the south of France to find the perfect ingredients. It was there that she made the unusual decision to include mimosa in the fragrance, especially as the predominant scent.
Other ingredients used include heliotrope, which adds a hint of honey, as well as cardamom from Guatemala and tonka bean from Venezuela that has a hint of vanilla. The result is a “floriental” fragrance that has an earthy, slightly spiced hint without being overpowering.
Like all Jo Malone products, the new cologne is designed so it can be combined with other fragrances to create your own unique scent.
The idea of bespoke scents is one of the main philosophies of Jo Malone London, and this is kept in mind with the creation of every new fragrance. All Jo Malone fragrances are quite light in composition so they can easily lend themselves to being combined, without being overpowering. Wyatt describes scent as “the silent side of your character that people remember, so it should be creative, unique and fun, customised for you like accessories.”
Mimosa and Cardamom mixes well with English Pear and Freesias well as Red Roses, but can be combined with any other scent.
In usual Jo Malone style, the fragrance is available in candles as well as perfumes, body and hand lotions, and body washes so fans can layer the aroma around their homes. The idea of being able to incorporate fragrance into your entire lifestyle, rather than just as a perfume, is central to the brand’s philosophy.
Some of the brand’s biggest sellers have been inspired by the simple pleasures in life, Blackberry and Bay was inspired by blackberry picking in the English countryside, while Wood Sage and Sea-salt, released in 2014, by a walk along the English coast. The unique scents and combinations for which the brand has become known come from recreating memories through fragrance.
Jo Malone London was established in 1994 and grew quickly before being bought by Estee Lauder in 1999 where it has continued to expand and is now available in 35 countries with loyal fans all over the world. With Mimosa and Cardamom set to be released later this year, and another fragrance already under way Jo Malone London looks set to remain a favourite for a long time to come.