ELLEuk.com loves Jo

By Amy Lawrenson

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Malone is back in business. After departing Jo Malone in 2006 and taking time out, Jo is back to doing what she does best.

Last week saw Jo launch her new brand JO LOVES... into Selfridges with a pop-up showcasing her four debut scents - Pomelo (a fresh, sparkly citrus), Green Orange & Coriander (with hints of citrus and herbs), Orange Tuille ('fun and flirty') and the bestseller Gardenia (a true classic - a rich and creamy floral).

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This week Jo has opened her pop-up store in Mayfair, which will be open as long as stocks last (read: Christmas).

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I popped along last night to the luxury boutique which doesn't just house the four new fragrances, it is also home to the Smell Pod. In the pod you can smell the fragrances and watch Jo (via the medium of film) explain the inspiration behind each one. The pod also enables you to give your feedback to Jo by recording a short video of yourself, which you can then upload to Facebook or Twitter. Jo will be watching all the films to see what you think and in the hope she might be inspired for future scents that her shoppers will truly love (so feel free to put suggestions for your ideal perfume to her).

I can't wait to see how JO LOVES evolves; welcome back.

JO LOVES… A Fragrance 100ml £95 joloves.com

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