Jo Malone will launch Wild Bluebell in September. The new fragrance for women reportedly "heralds a radical change of direction for the brand" under new creative director James Gager (also of MAC and La Mer).
Wild Bluebell was developed by perfumer Christine Nagel, and features notes of bluebell, clove, lily of the valley, rose, jasmine, white amber and musk.
Jo Malone Wild Bluebell will be available in 30 and 100 ml Cologne and in matching body products.
(quote via moodiereport, additional information via cosmeticsbusiness)
Update: see a review of Wild Bluebell.
The first time that the words “Jo Malone” and “radical” have ever appeared in such close proximity. 😉
Seriously, though, James Gager is an interesting choice. I’ll be curious to see what develops.
So far, looks like the main change is that they’re using a model in advertising. We’ll see if the juice is a radical departure too!
So does this mean that this line is no longer part of Estee Lauder?
Oh no, they’re still part of Estee Lauder.
No, the JM brand is still owned outright by Estee Lauder – as is MAC and La Mer. However, Jo Malone herself no longer has anything to do with the brand that bears her name. I believe she stepped down a few years ago.
Yes, and I read that she was coming out with something new, but that was a couple of years ago and still no word on what she’s up to.
When I read about this ‘new direction’ and ‘new creative director’ I thought perhaps JM changed hands again.
Yes, she is starting a new fragrance brand:
http://www.joloves.com/
Dang. I wish she’d named it JoMama. I would’ve bought everything in the line, unsniffed! 😀
xo
LOL! That made me spew tea.
Great name! 😉
O_O that’d be great! I’d buy it too….that and Angela’s new scent idea: Licentious Librarian.
Oh cool – thanks Robin!
Penhaligon’s immediately sprung to mind.
That’s funny, when I saw ‘Bluebell’, I thought Penhaligons’s also, then realized it was a new JM.
Same difference. LOL!
Kinda fruity, kinda floral, a lil musky… er, this is radical? Let them do something like Bandit, then we’ll talk.
What do you think the most “radical” JM is? Off the top of my head, I’d pick the dark Kohdo (Dark Amber/Ginger Lily?). Or Pom Noir or that Cacao one, both of which I loathed, but they were different.
I love the dark amber/lily, but (of course) didn’t decide to buy it until it was no longer available. I hate that limited edition ploy; I need to take some time to decide whether a scent is FBW.
The Kohdo was certainly the most out of character — I hate to call it radical! — although I didn’t try those Intense cologne things they did last year or the year before. And yeah, Pom Noir and Cacao, and even that Sweet Thai one, they’re all sort of casting around looking for a new direction, right? So I’d say they’ve been in a vague process of change for some time, even before JM left the brand.
I have a thing for the word “bluebell”. It’s such a pretty word..anytime I read that word in a perfume title, I get an immediate urge to find out if the perfume is as lovely as the word! Penhaligons comes off a bit harsh to me; wondering if JM’s will do the flower justice.
It is a beautiful word – not least because of the repeated ‘b’ and ‘l’ sounds. It immediately makes me think of elves, or gentle pixies!
Wild Bluebell?
Nuit de Bluebell, or Bluebell Passion, or Bluebell Torrid, or Bluebell Extreme, I might begin to think of as “radical”.
Wild Bluebell isn’t even going to raise eyebrows at the afternoon teas in Brighton.
I do like this line, and this new one does sound perfectly nice – but not exactly like a “radical” departure. I’m wearing JM’s Honeyscukle and Jasmine today and still haven’t forgiven them for discontinuing this one…
Radical? Really…
But I’m always ready to sniff anything new, and I like several JMs as “everyday” scents.
Well, if the new Jo Malone that is still owned by good old Estee Lauder had any sense, they’d take the lovely Naked Honey they did for MAC two years ago, rebottle it with an “English” sounding name and keep it as a permanent part of the line.
No kidding. I have never hoarded like I hoard the Naked Honey.
Dont get Germaine Greer onto this!
Outspoken Australian feminist Germaine Greer has launched a stinging attack on domestic dogs, blaming them for the ruination of a protected perennial flower, the English bluebell.
http://www.smh.com.au/environment/animals/kill-your-dogs-urges-germaine-greer-20110603-1fjgy.html
I’d hate to see people go wild and start offing dogs….maybe people could just clean up after their dogs? hmmm? radical idea?
Walk that dog with a bag in your hand!!
Why do they keep releasing what I think of as Spring scents in the Autumn?