Jo Malone has partnered with Boots to launch a new fragrance that comes with a complimentary “Sea Monster” cologne holder and bag charm.
Consumers that purchase the 100ml format of Jo Malone’s Sea Salt & Bergamot or Wood Sage & Sea Salt perfumes will receive the free cologne holder.
Visible packaging accessories that allow beauty products to be clipped onto bags are becoming more popular, in line with recent “bag charm” trends involving products like Labubu, Jellycat or Sanrio.
Dior, Marc Jacobs, and Celine have all recently launched packaging solutions that allow their products to become bag charms. Younger consumers are gravitating towards bag charms because they offer a simple, fairly affordable method of customising and personalising their belongings – and brands see the marketing benefit of their products visibly hanging on a bag rather than being stored out of sight in a bag.
This partnership is the first time Jo Malone fragrances have appeared in Boots, and the fragrance company hopes that this collaboration will help it to reach “new audiences” and become more accessible. Boots is an everyday pharmacist in the UK, and Jo Malone products are usually stocked by luxury retailers and high-end department stores.
Lizzie Brady, vice president and general manager at Jo Malone, says: “Launching in the UK’s leading health and beauty retailer marks an exciting moment for Jo Malone London. This milestone allows us to expand our reach and introduce the brand to new audiences through a curated edit of our most-loved scents.”
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