It’s blossom time again for Jo Malone London! A now regular tradition for the company, the limited edition Spring/Summer floral immediately follows their Brit Collection every year. This time it’s the turn of Star Magnolia, which promises to be “flirtatious, pristine and gleaming”. The company has once again turned to Anne Flipo of IFF to create this “tantalising” bloom in the hope that it will mirror the success of last year’s Nashi Blossom by Fabrice Pellegrin. Having already created their 2016 Herb Garden collection, as well as Basil & Neroli, Anne understands the style but how would she fare with this Shanghai floral?
The perfume industry is the same as any other industry in the twenty first century, it has to move quickly and follow trends. Yes, there are some companies who actively try to go head to head with customer’s expectations and these are to be applauded. They offer a beacon in a sea of similarity but in all honesty, and I know that I will get shouted at for saying this, is there really a problem with companies taking the lead off their competitors? The powerhouse that is Lancôme’s La Vie Est Belle has spawned multiple “homages” but so did Chanel’s No.5. So, are we being too harsh on an industry where being "on trend" is nothing new?
One of the signs that the long, cold days of winter are about to be left behind for another year is the appearance of the Spring Collection. This has become a regular fixture from perfume companies in recent years as they grab our attention ready for the big summer release. One company that really has embraced this idea is Jo Malone. Each year their customers are treated to a new selection of fragrances that form the Brit Collection. Manufactured in a strictly limited quantity, this year's collection is called The Bloomsbury Set and it really does challenge the traditional Jo Malone style.
I don't think that anyone could have truly predicted the phenomenal success of Lancôme's La Vie Est Belle back in 2012, and as we start 2016 few would have thought that a sixth version would be about to launch (excluding special editions). The key to the range's success was surely that each successive release was based on the original but pulled a different aspect of the fragrance to the fore, so the customer already had a familiarity with each new addition. The latest version, La Vie Est Belle Florale, launches in the UK on 21st February so let's take a journey through the whole series before seeing what to expect from the new one.
