Jo Malone

Aug 2026

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.

Lifestyle, Commercial, Commercial

Natural light

Fragrance, Beauty