Wild Bluebell is latest Jo Malone addition

Published: 26-May-2011
Manufacturing Fragrance

Jo Malone donates to the Woodland Trust to help protect the native English flower

The latest fragrance addition from Estée Lauder brand Jo Malone is to be Wild Bluebell, which launches in September.

The scent is billed as being “heady with the shimmering sweetness of vibrant sapphire blooms” and is said to be inspired by a wickedly whimsical, contemporary fairytale that stars a Wild Bluebell character in the campaign shots and on the television advertisement.

It is the first time Jo Malone has actively incorporated a model into a fragrance campaign as it aims to give the brand a much more fashion-led stance. It is also the first time that a scent has been launched at the same time as its ancillary products, which in this case include Wild Bluebell Body & Handwash, Wild Bluebell Body Crème and Wild Bluebell Home Candle.

Wild Bluebell has top notes of fresh bluebell and clove, a heart of lily of the valley, eglantine and jasmine and white amber and musk at the base.

Jo Malone has also given a donation to The Woodland Trust in order to help protect the native English bluebell which is coming under increasing threat.
See more

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Manufacturing

Olaplex to Salt & Stone: All the beauty M&A deals of 2026 so far

Read more
Estée Lauder Companies, Henkel, and Procter & Gamble are among the beauty giants bolstering their portfolio with acquisitions such as Forest Essentials, Olaplex and Wonderbelly in a busy start to the year for beauty M&A

Trending Articles

  1. LVMH hails ‘remarkable’ Sephora performance in 2025 amid ‘unfavourable’ global environment Rhode’s debut at Sephora, along with Dior and Guerlain fragrance launches, helped boost LVMH’s performance, but there was a mixed picture in the wider business amid geopolitical and economic disruption
  2. Medik8 recalls three sunscreen products over safety concerns Testing of the skin care brand’s Physical Sunscreen SPF50+ found that the product is unlikely to meet the labelled SPF rating
  3. You need to be a subscriber to read this article.
    Click here to find out more.
    Olaplex to Salt & Stone: All the beauty M&A deals of 2026 so far Estée Lauder Companies, Henkel, and Procter & Gamble are among the beauty giants bolstering their portfolio with acquisitions such as Forest Essentials, Olaplex and Wonderbelly in a busy start to the year for beauty M&A
  4. L’Oréal finalises ‘significant’ €4 billion acquisition of Kering Beauté The French beauty giant has completed its deal to acquire Kering’s beauty division after securing approval from competition authorities, which includes exclusive 50-year beauty and fragrance licences for Bottega Veneta and Balenciaga
  5. You need to be a subscriber to read this article.
    Click here to find out more.
    It’s complicated: Estée Lauder Companies and Puig’s relationship status if they enter this merger The news that Estée Lauder Companies is in ‘discussions’ with Puig around a potential merger has shaken the beauty industry, but could this mega deal be mutually beneficial, or will it dilute what makes both organisations unique? CB investigates

Upcoming event

Packaging Innovation in Beauty: Sustainability, Materials & Consumer Experience

30 April and 7 May 2026 | Virtual See all

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Manufacturing

Olaplex to Salt & Stone: All the beauty M&A deals of 2026 so far

Estée Lauder Companies, Henkel, and Procter & Gamble are among the beauty giants bolstering their portfolio with acquisitions such as Forest Essentials, Olaplex and Wonderbelly in a busy start to the year for beauty M&A
You need to be a subscriber to read this article.
Click here to find out more.
Regulatory

It’s complicated: Estée Lauder Companies and Puig’s relationship status if they enter this merger

The news that Estée Lauder Companies is in ‘discussions’ with Puig around a potential merger has shaken the beauty industry, but could this mega deal be mutually beneficial, or will it dilute what makes both organisations unique? CB investigates
Fragrance

Estée Lauder Companies in ‘discussions’ around potential merger with Puig

The American beauty conglomerate has confirmed talks around a potential merger with Spanish beauty giant and Charlotte Tilbury owner Puig, although 'no final decision has been made'
You need to be a subscriber to read this article.
Click here to find out more.
Fragrance

The cost of a name: Lessons from the ELC and Jo Malone CBE legal battle

In the wake of Estée Lauder Companies suing perfumer Jo Malone over alleged trademark infringement, Cosmetics Business analyses the reasons behind the US beauty giant’s approach and what budding brands need to consider in naming a business after themselves
Fragrance

Estée Lauder Companies launches legal action over use of ‘Jo Malone’ trademark on Zara perfume packaging

The US beauty giant, which owns Jo Malone London, has filed a claim for trademark infringement, passing off, and breach of contract against perfumer Jo Malone, Jo Loves, and Zara UK with the UK High Court
You need to be a subscriber to read this article.
Click here to find out more.
Fragrance

Jo Malone London’s 2026 strategy balances celebrating the past with fostering innovation

The Estée Lauder Companies-owned fragrance house is turning its gaze back towards its hero scents, with the brand’s English Pear campaign exemplifying this new strategy of honouring the past
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Estée Lauder teams up with fashion designer Diane von Furstenberg for limited edition collection

The beauty collection is described as a ‘meeting of icons’, featuring new fragrance, InCharge Essence d’Eau, as well as a Multi-Use Sculpting Blush Stick and Glossy Lip Oil Trio
Subscribe now