Icons of the Exchange: Jo Malone London
Introduced in 1999, the zesty Lime Basil & Mandarin cologne is a modern classic that continues to entice and delight fragrance lovers
There’s nothing like scent to evoke a particular memory or experience. From a waft of coconut suncream that revives memories of childhood holidays, to the dusty aroma of chalk that instantly pulls us back to our primary school classroom, none one of the other senses wield quite the same power to transport us to a different place and time with such vividness.
‘Scent creates powerful memories,’ says Emma South, fragrance and lifestyle expert at Jo Malone London, one of Britain’s most iconic and enduringly popular fragrance houses. ‘Particular fragrances chart a personal journey through life. Jo Malone London is renowned for creating exquisitely simple, elegant scents and curating a world where every sense is indulged.’
Creating distinctive and evocative scents is at the heart of Jo Malone London, its fragrances are rooted in storytelling with a portfolio of colognes that combine classic and innovative ingredients resulting in unique contemporary scents, with an unexpected and evocative wisp of nostalgia.
‘Intellectual tools are great at letting you know what’s in a fragrance, but they can’t tell you how it will make you feel,’ adds head of global fragrance development Celine Roux. ‘Scent and emotion are intrinsically linked.’
When Jo Malone London launched in the capital in the mid-90s, it changed and elevated the landscape of British fragrances forever. Suddenly, luxurious scented candles wrapped in chic white packages with black trim and bow were found in every discernable household.
Jo Malone London is one of the country’s most famous fragrance exports, and is today found worldwide; from Barcelona to Beijing. But a quintessential British wit and charm remains integral to the brand. Every scent is renowned for showcasing unusual ingredients and pairings — such as wild bluebells, wood sage and sea salt, and nutmeg and ginger — inspired by and evocative of the British countryside.
At this stage in the Jo Malone London story, there are myriad modern classics and bestsellers. But when it comes to picking out the most iconic product, the team is unequivocal in their choice.
‘Jo Malone London’s signature fragrance Lime Basil & Mandarin refreshes the senses with an uplifting burst of zesty limes on a tropical breeze,’ says South. ‘It’s peppery basil and aromatic white thyme bring an unexpected twist that we are renowned for. The fragrance is named to honour the ingredients with intricate fragrance architecture intended to produce beautiful clarity. So the scent is — well — all about the scent.’
Lime Basil & Mandarin was first introduced to the Jo Malone London family in 1999, and has remained a bestseller ever since with its dreamy hint of a Caribbean breeze and notes of mandarin, basil and amberwood
While many Jo Malone London customers choose to wear, and scent their homes with this iconic fragrance in its original and pure form, the brand encourages a flexible and somewhat experimental approach to their products in the form of ‘Scent Pairing’ – the art of mixing and matching different Jo Malone London scents to create your own signature fragrance when worn together. The company describes Scent Pairing as something that ‘goes to the very core of the philosophy of Jo Malone London.’
‘Each scent has been specially crafted with the concept of layering in mind — designed to be worn alone or paired with another to help you find a combination that is uniquely yours,’ South explains. ‘There is no limit or instructions and it is about having fun and experimenting. You can’t go wrong, you just need to test which scents work for you.’
Jo Malone London aficionados will no doubt have their favourite fragrance — whether it’s a combination or a standalone fragrance — and, with the brand’s wide range of scented products, can have it permeating every element of their home with scented candles, room diffusers, hand wash and bath oils. If you’re partial to the iconic Lime Basil & Mandarin, don’t be afraid to mix it up by combining it with other Jo Malone fragrances, either on your body or in your home. South recommends pairing it with English Pear & Freesia to add more fruity notes. For a more sensual, night-time scent, she suggests pairing it with the Myrrh and Tonka cologne, or with Wood Sage & Sea Salt to create a warm scent with aromatic basil and sage.
Visit The Royal Exchange Jo Malone London boutique to discover the Lime Basil & Mandarin cologne for yourself, and experiment with Scent Pairing to find new ways to experience this iconic fragrance.
Lime Basil & Mandarin cologne, from £50 for 30ml, Jo Malone London
The Royal Exchange celebrates its 450th anniversary this year. Our Icons of the Exchange series pays homage to the exceptional array of retailers that call The Royal Exchange home, with a look at the heritage, design and craftsmanship of products that epitomise the essence and excellence of our celebrated brands.
We look forward to welcoming you to The Royal Exchange during 2021, for a considered shopping experience in spectacular and historic surroundings. Please visit our boutiques page for regular updates on our retailers’ opening information and hours, as well as details about virtual appointments and click and collect services.
Visit our heritage page to learn more about the history of The Royal Exchange and keep an eye on our 450 Years site, journal and Instagram for more fascinating facts and insights about its past and present as we commemorate this special milestone throughout the year ahead.