One of the hardest challenges facing the fragrance industry, even in the days when you could actually get near a shop, was how to bewitch your customer into buying your perfume. A cold wall of bottles staring starkly back may have worked in the past, but companies are always having to dream up inventive ways to entice people to purchase. Getting the product onto the skin is always the challenge, that is unless you’re the undisputed Queen of persuasion. Jo Malone changed the perfume industry forever with her scented services, and the tradition continues with her newly relaunched Fragrance Paintbrush.
