Jo Malone's Wild Bluebell Cologne is set to launch in September. The feminine scent was celebrated at an exclusive media dinner at Gordon Ramsay at Claridge’s in May. Ever since I read about Wild Bluebell, I've wanted to get my hands on it. This week I got my wish. I was privileged to receive a sample.The advertising campaign is a departure - and a welcome one, I think - from previous Jo Malone campaigns that offered a minimalist's focus on the product, perhaps with some of the ingredients pictured for inspiration. The new Global Creative Director, James Gager, envisioned a model, the whimsical and bewigged "Wild Bluebell," in a fairy tale setting, complete with white rabbits. I'm not sure whether the central character, the model, or the white bunnies were more entertaining to me. It may have been the adorable (and apparently faux) bunnies. The campaign was shot by British photographer Tim Walker and depicts English eccentricity along with the real thing, the bluebells.
The cologne itself is the best Jo Malone introduction in a long time - in my humble (and unsophisticated) opinion. I'm not a fragrance taste maker, and my nose may have a deficit. Although Wild Bluebell supposedly opens with clove among its notes, I do not smell clove. Normally, I dislike clove in a fragrance. It's spicy and belongs on a ham! No matter, there are enough sources that say there's clove in Wild Bluebell, so I'll go with the concept and tell you. The clove apparently tempers the sweet florals with which it's blended.
No natural extra
ct of wild bluebells exists. I don't think they have much of a scent. So the perfumer, Christine Nagel, imagined the scent and created its equivalent (in a lab, I assume). A green forest floor, complete with spring's majesty, the wild bluebell in the bottle is sweet, but not too sweet (like Sakura Cherry Blossom is). The cologne opens with the fresh floral "bluebell" and clove; builds quickly to a heart of lily of the valley, eglantine (rose), and jasmine; and finishes with a soft base that combines white amber and musk. Spicy? Not to my nose. Beautiful? Absolutely! There's something green in the mix, but I'm not sure what.This lovely cologne will be mine - just as soon as Neiman Marcus receives the product. Until then, I will have to ration my sample (unless I receive the second one an industry friend offered me - I need to pester him). I love Wild Bluebell. Even though it's scheduled for an early September arrival, beauty products have a way of arriving a little early. Wild Bluebell will be a perfect cologne to wear right away. Not only that, there will be a body and hand wash, body cream, and candle to delight us. You'll find it at Jo Malone online and at Jo Malone counters.
The native English bluebell is a threatened species. To help England stay carpeted with this flower, Jo Malone London made a donation to the Woodland Trust. I like that - another reason to purchase!
Photos courtesy of The Moodie Report
Can't skip this wonderful post:)
ReplyDeleteI'm waiting for "bluebell" too.Penhaligon's bluebell is a little too sweet for me, but according to Malone's press release this one will be a subtle and beautiful scent...can't wait.
Hi Hlopushka!
ReplyDeleteIt is subtle and beautiful. I don't think it's too sweet. Perhaps that clove in the mix? This one's going to be a hit, I'll bet.
You're so lucky to get a sample! Do you know if this cologne is a limited edition? I missed the Tea Collection and only started looking for it when it was already gone from everywhere. Don't want to repeat this mistake.
ReplyDeleteI don't think so, Nina, but I will find out and comment again.
ReplyDeleteNina,
ReplyDeleteI've noticed that the limited edition Jo Malone sells out RIGHT AWAY, as in, within the week it arrives. The Cherry Blossom Sakura sold out the week it arrived - what you should do is contact your favorite Jo Malone counter and ask them if you can pre-sell the item, thereby reserving your Bluebell! I am not sure about other stores, but I know that Neiman Marcus Beauty Event begins after Labor Day weekend, so any day in the month of August (or now!) you can call the Jo Malone counter and reserve it, along with the Beauty Event gift. The only downside is that you would have to wait until the Wednesday after Labor day to pick it up!!! That is why I am so glad Charlestongirl can review it for the rest of us!!!
Forget about the fragrance! What an over-the-top, totally Barry Lyndon meets Alice in Wonderland, rapturous photo layout! And the ne plus ultra of the bedroom seen? Why the white rabbit, of course! The garden fairies and I were totally captivated ;-) I guess the whimsical images will hold me over until I can go sniff for myself.
ReplyDeleteEileen,
ReplyDeleteThe visuals are stunning! I love them too. Wish I had had space to share more of them; I will when the product shows up on store counters. :)
OK, ladies, Wild Bluebell is not slated to be a limited edition, but rather part of the permanent collection. So says the counter.
ReplyDeleteLovely! I will definitely try and sniff this, although it may take a while. I have to be a good girl and wait until it's available here :-)
ReplyDeleteThis sounds like it would be perfect for the summer. Jo Malone is odd with its fragrance against season availability. Pear & Freesia was also released in the Fall, which is equally bizarre. It feels like now, in the heat, would be the time to wear it. What do you think?
Lovethescents, I also thought the timing for English Pear and Freesia was unusual, until I learned that fall is English pear season. :)
ReplyDeleteIt is a perfect time to be wearing English Bluebell. That's why I want it soon! I hate waiting.
I didn't know that about the pear harvest, Charlestongirl, thank you. But still, from a marketing perspective, still a little strange.
ReplyDeleteOh, I hate waiting too! Thank you for the tip and for creating more lemmings :-)
You are so funny! Talk about creating lemmings. I am on a Floris kick, and...
ReplyDeleteMy nose cannot wait to experience this! I hope I am not disappointed in this. I'm eagerly anticipating September to try this!
ReplyDeleteI just got my sample and I think Wild Bluebell will become my favorite JM cologne. Thank you Ms. Brahms, I followed your advice and reserved a bottle. The hardest part now is waiting. Totally disagree with the release date! Pear harvest - OK, I'll buy it, but Bluebell is a summer flower, why wait till fall? Unless it's a way to prolong summer... Come soon, Labor day!
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