Jo Malone CBE: Why you're putting perfume on wrong

Publish Date
Monday, 10 June 2024, 2:07PM
Jo Malone CBE, fragrance founder and entrepreneur. Photo / Supplied

Jo Malone CBE, fragrance founder and entrepreneur. Photo / Supplied

When it comes to smelling good, Jo Malone CBE is an internationally recognised name. She's the English maverick responsible for creating some of the world's most loved fragrances.

Jo launched her first fragrance brand, Jo Malone London, in 1990. The business was sold to Estee Lauder Companies in 1999, however, Jo retained her role as creative director until her departure in 2006. After a five-year hiatus, she launched her second fragrance brand, Jo Loves.

Jo temporarily lost her sense of smell after a battle with breast cancer, an experience that led her to treasure it more than ever now that it has returned.

"You know, my sense of smell is not a sense to me. It is my best friend. It's my means of communication. So for the first time, I really recognised that, creating fragrance was not a job or a business. It was my calling. It was who I was."

Jo joined Toni Street on her podcast We Need To Talk to share tips on how to pick the right fragrance and common mistakes people make when applying perfume.

Choosing the perfect scent can be challenging, but Jo recommends to, "never judge a fragrance solely by its paper tester." Instead, start with a clean canvas - no other scented products on your skin.

Bring a jar of coffee beans to reset your sense of smell, and take your time with the store assistant to work out what you're looking for - Are you looking for a daily office scent? Something fresh for after a workout?

Narrow down your options on paper first, then try them on your skin. She suggests you, “spray the four fragrances on your arms, let the fragrance go from the top to the heart to the base,” and only then decide.

When it comes to application, most of us are doing it wrong. Jo advises against rubbing fragrance into your skin, especially on the wrists, as it can diminish the scent. Instead, she recommends a technique she calls "scent underwear."

After showering, apply your fragrance directly onto your skin before dressing, then add a touch more once clothed. This way, you’ll have a beautiful, lasting scent all day.

Next time you're in search of a new fragrance, take a cue from Jo: slow down, savour the experience, and apply your scent like a pro!

Listen to Toni Street's full conversation with Jo Malone CBE here:

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