Jo Malone
Jo Malone's whimsical fragrance campaigns and tactile beauty storytelling across the UK
Featured Jo Malone projects
This week's top Jo Malone projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Jo Malone · Sea Salt & Bergamot
Jo Malone elevates the sensory experience of its fragrance Sea Salt & Bergamot through a captivating visual campaign that leans into a distinctively nostalgic, maritime aesthetic. Captured by photographer Toby Coulson, the imagery masterfully balances high-end commercial polish with an editorial sensibility, transporting the viewer to a windswept shoreline defined by vintage-inspired details. The visual narrative utilizes natural light to illuminate a palette of muted tones and sharp textures, effectively bridging the gap between luxury beauty marketing and cinematic storytelling. Through the lens, the project weaves a cohesive atmosphere where props like antique diving gear, wicker baskets, and striped swimwear evoke a timeless, artisanal charm. The set design, meticulously curated by Rory Mullen, provides a grounded, tactile reality that complements the ethereal quality of the fragrance itself. With hair styling by Liz Taw and makeup by Marie Bruce, the models, including Sophia Roberts, maintain a composed, direct gaze that anchors the stylized surroundings. By utilizing both analogue film techniques and live-action sequences, the work avoids the clichés of fragrance advertising, instead opting for a narrative-driven approach that celebrates the heritage and coastal inspiration behind the scent. This campaign succeeds as a sophisticated fusion of lifestyle photography and product placement, proving that even a global beauty brand can embrace quirky, character-driven storytelling to resonate deeply with a modern, discerning audience.
Project Jo Malone · Veggies
Jo Malone embraces a departure from traditional beauty marketing, leaning into a surreal, pastoral narrative that challenges the expectations of luxury fragrance. The Veggies campaign serves as a whimsical exploration of harvest-inspired aesthetics, blending high-end perfume packaging with the earthiness of oversized vegetable props and rural meadow settings. Captured through the lens of photographer Toby Coulson, the imagery relies on soft natural light to create an ethereal, cinematic quality that feels both grounded and intentionally strange. Models Cassady Clover and Lydia Reid adopt playful, animal-inspired headwear, which contrasts sharply against the refined, minimalist bottles of Jo Malone scent to create a jarring yet compelling visual juxtaposition. The creative execution emphasizes a countryside fantasy, utilizing natural light to highlight the intricate textures of fresh beetroots, carrots, and squash against the simplicity of cream-colored, polka-dot silhouettes. By integrating product placements seamlessly into these surreal lifestyle environments, the campaign succeeds in reinventing the brand's identity through a clever, editorial lens. With hair styling by Liz Taw and meticulous makeup artistry from Marie Bruce, every frame maintains a cohesive, polished look that elevates the quirky concept into high-fashion storytelling. This editorial work demonstrates how the fragrance industry can successfully pivot toward conceptual art, ensuring that even a simple bottle of scent feels like an essential piece of a larger, pastoral mystery.
Jo Malone · Scarlet Poppy Cologne Intense
Jo Malone introduces the Scarlet Poppy Cologne Intense fragrance through a cinematic commercial film. Produced by Consulate and Shiny Projects, the piece leans into an atmospheric mood, set within an ornate interior space populated by antique furnishings and layered floral arrangements. The project employs low-key lighting and rich color grading, with models interacting with red rose petals and diffusers throughout the sequence. The work relies on live-action techniques to emphasize the sensory nature of the fragrance campaign.
Jo Malone · Cologne Intense | Editor's Cut
Jo Malone presents the 'Cologne Intense | Editor's Cut,' a cinematic fragrance campaign that leans into an atmospheric, high-end aesthetic. Through a series of vignettes, the project explores textures and interior details, utilizing moody colour grading and low-key / chiaroscuro lighting to define the visual language. Produced by Consulate and Shiny Projects, the work captures a sequence of intimate, live-action performances. The production makes use of warm, atmospheric lighting to highlight ornate set design, blending antique furniture and floral motifs to maintain a consistent, luxurious tone across the edit.
Project Jo Malone · Raspberry Ripple
Jo Malone’s Raspberry Ripple campaign brings a tactile, sun-drenched aesthetic to the brand’s fragrance line. The visuals, directed and photographed by Samuel Bradley, lean into a high-contrast, coastal narrative that emphasizes texture through crochet elements and melting summer iconography. Captured in natural light, the campaign balances product placement with stylized lifestyle imagery. The execution leans on vibrant, warm color palettes and clear, graphic compositions to define the product within a seasonal context.
Project Jo Malone · Home Glorious Home
Jo Malone presents Home Glorious Home, a fragrance and beauty campaign that blends surreal set design with refined lifestyle imagery. The project features a series of imaginative, large-scale outdoor installations—including suspended building facades and floating furniture—that ground the brand within a whimsical, open-air narrative. Photographer and director Samuel Bradley leads the production, working alongside fashion stylist Harry Lambert to create a distinct visual identity defined by high-fashion silhouettes and monochrome palettes. The project utilizes intricate set design by Rory Mullen, paired with hair by Mari Ohashi, makeup by Niamh Quinn, and manicures by Adam Slee. The imagery relies on natural light and surrealist composition to emphasize the collection’s presence within the landscape.
Project Jo Malone · Gifting
Jo Malone presents a campaign for its Gifting collection, shot by photographer Samuel Bradley. The editorial work leans into a theatrical, quintessentially British aesthetic, utilizing natural light and clean shadows to highlight the brand's signature cream and black packaging. Featuring model Patrycja Piekarska, the imagery captures whimsical scenes set against classical London architecture. The production incorporates fashion styling by Gerry O'Kane, set design by Andy Hillman, and hair and makeup by Mari Ohashi and Rebecca Wordingham, respectively. The visuals emphasize a high-contrast monochromatic palette across the campaign.
Project Jo Malone · Jo Malone Willow & Oak Fragrance
Jo Malone elevates the sensory experience of their Willow & Oak fragrance through a campaign that masterfully leans into the quiet, untamed elegance of the British countryside. Captured by photographer Venetia Scott, the visual narrative centers on the intersection of human connection and the raw textures of nature. By utilizing natural light to bathe the scene in a soft, diffused glow, the imagery achieves a cinematic quality that feels both intimate and expansive. Model Stella Jones serves as the focal point, grounded within the verdant, wild meadows that define the brand aesthetic. The composition avoids the typical artifice of high-end beauty advertising, instead opting for a lifestyle approach that emphasizes organic, tactile surroundings—from the swaying grass to the cascading willow branches. The result is a portrait-heavy aesthetic that feels authentic and deeply rooted in the earthy, pastoral spirit of the fragrance itself. Through careful framing and a muted, earthy colour palette, the campaign successfully translates the complex olfactory notes of the scent into a cohesive visual language. This project represents a sophisticated shift toward emotive storytelling in the beauty industry, where the environment is treated as a character rather than merely a backdrop, ultimately inviting the viewer to step into a serene, sun-drenched pastoral landscape that perfectly mirrors the fragrance collection.
Jo Malone · Care
Jo Malone’s 'Care' commercial features intimate self-care rituals set against an earthy, minimalist bathroom environment. The project centers on the tactile nature of fragrance and beauty products, highlighting the interplay between marble surfaces, skincare textures, and soft water streams. Directed with a focus on tranquility, the cinematography uses gentle pacing and natural light to maintain a clean, cinematic aesthetic. Post-production and visual effects were handled by Wild Island Films to refine the warm color palette and atmosphere of the piece.
Jo Malone · Joy of Missing Out
Jo Malone presents the 'Joy of Missing Out' campaign, a commercial film capturing a moment of personal reprieve. The spot features a woman in a vintage-styled pink bathroom, focusing on domestic intimacy through a series of composed, pastel-toned vignettes. Technically, the project employs warm, bright live-action techniques to emphasize the interior setting, with a polished, clean color grade. The production was supported by Wild Island Films, who handled post-production and VFX.
Jo Malone · Christmas 2025
Jo Malone sets a festive stage with its Christmas 2025 campaign, capturing an opulent holiday dinner party. The production leans into a celebratory atmosphere, featuring a lavish dining room complete with crystal chandeliers and checkerboard flooring. Crafted with a live-action technique, the film focuses on the interplay of warm, theatrical lighting across guests and table settings. The production, managed by Academy Films with creative direction from Creative Blood, utilizes cinematic motion to navigate the banquet space, supported by post-production and sound design from RASCAL.
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