By JOSE PAOLO DELA CRUZ
If a scent sparks a memory, then Jo Malone London has ignited some of the world’s most unforgettable.
For Kate Middleton, it was Orange Blossom, Grapefruit and the ever-popular Lime, Basil and Mandarin, as she walked down the isle to marry her real life prince at the Westminster Abbey. Beyoncé reportedly goes gaga over Grapefruit, while British ‘It Girl’ Poppy Delevigne (sister of Cara) has launched scent-sational parties for her favorite Jo Malone London scents in the UK.
(The Royal Scent: Jo Malone London scents the Royal Wedding of Prince William and Kate Middleton | AP Photo)
But before you pack your bags and go halfway round the world (or perhaps, Hong Kong) to smell like these alpha femmes, know full well that it won’t be necessary. Come October, Manila will have its own Jo Malone boutique, the 40th of its kind at Greenbelt 5 in Makati City.Â
Jo Malone’s legend was born from a fashionable diffusion of scent and story. In a recent visit to Manila, Debbie Wild, lifestyle studio director of Jo Malone London revealed that the brand has always veered away from the fanfare of traditional advertising since it opened its doors in 1994.
“It started in a little street called Walton in London. And that became like a destination. In 1999, we shacked it because we opened a flagship store on Sloane St. and it really became quite a thing from then on. It has been quite a phenomenon. We don’t advertise, but the brand has grown through word of mouth, literally, wherever we go. And I think that’s just a testament to the product and the people who also work for us,†says Debbie.
Choose your ‘bottles’
Today, the world of Jo Malone London has grown into a modest empire of around 40 boutiques and also sells scented candles, toiletries and other effects that carry the brand’s impressive array of scents. These include colognes, linen sprays, decorative scents, room sprays and other pieces.
And with more than 21 scents usually spread across different scent families (citrus, floral, lime, fruity, spicy), you won’t have to smell like anyone else when you choose and customize. Debbie reveals that she’s spoken to a number of customers who wear two to three scents at a time, to create that distinct smell.
The most populåar, she notes, is the combination of Wood Sage & Sea Salt with Lime Basil & Mandarin. “They’re wonderful together. Right on both a man and a woman —sexy on a guy, sexy on a woman,†she says.
Personally, she prefers soft scents like Nutmeg & Ginger, the brand’s very first fragrance. “Today’s consumer, again, doesn’t want to smell like anyone else. They want something bold, tailored and something unique. They can’t stand behind someone really wearing a lot of fragrance, they become smell-blind.â€
Having scented the lives of many people around the globe, the maven from Jo Malone London also notes that demarcations on people’s preferred scents exist. “Generally, lots of Europeans like woody, spicy and citrusy…I find Asians and men in the Middle East are more attracted to florals; they mix them. I think it’s because a lot of our preferences on scents are inspired by our childhood, and that’s why they differ from one part of the world to another.â€
Whether it’s the familiar or the lacking, scents that pique one’s interests can always be readily created. Debbie cites wild bluebells that only grow in the UK for two weeks in May. “It is the most beautiful scent that smells almost like when you open a window and the fresh air is coming in. And I know in Asian countries it is so hard to have that feeling because you don’t get that kind of wind coming in,†she says.
But with Jo Malone, such seasons can exist perfectly in a bottle, a candle, or any kind of fragrance vessel, no matter which side of the world you belong to.
Sniffs and gifts
Aside from being fashion-forward, the Philippines also caught the attention of the world-renowned house of scents for our gift-giving nature. “You are a gift-giving nation. And I love that! And I can see we are going to be partners beautifully. Every gift-giving occasion we have, whether it’s Christmas or a birthday or anything, is merrier in the Philippines,†exclaims Debbie.
Even before the opening day of Jo Malone’s Manila boutique, a mystery couple has intimated that they wanted to pre-order scents for the renewal of their wedding vows, which will host around 150 guests. “People want to scent special occasions, not just for their own memory, but because other people remember it as well. Like in a wedding, it’s not just the two of you who will remember, but the many guests who are celebrating with you as well,†explains Debbie.
Add to that exquisite customer service in a stylish boutique, right at the heart of the city, and one can say that fragrance shopping in Manila has never been this sweet.
Scent-sational tips from Debbie Wild
- Â The Grapefruit scent is perfect for getting over jet lag.
-  Linen sprays and room sprays induce a good night’s sleep since the scents get into your Limbic system, which soothes the body during sleep.
- Â Amber and Lavender make for great shower gels because they have the perfect balance of re-invigorating and soothing qualities.
