The Estee Lauder brand lands in 39 Boots stores and online Tuesday, with a curated edit of hero scents and a new Sea Salt & Bergamot cologne.
Alpha Score of 41 reflects weak overall profile with strong momentum, poor value, poor quality, moderate sentiment.
Boots put Jo Malone London into 39 stores and on its website Tuesday, giving the Estee Lauder-owned fragrance brand its widest UK retail footprint.
The partnership puts a curated edit of the brand's best-known scents – Lime Basil & Mandarin, English Pear & Freesia, and the new Sea Salt & Bergamot – in Boots shops. Jo Malone also enters the Boots fragrance-only concept store in London's Broadgate, which opened in October and carries more than 400 niche and luxury scents.
Lizzie Brady, vice president and general manager of Jo Malone London UK, called the Boots deal "an exciting moment" that lets the brand "reach new audiences."
Chelsey Saunders, Boots director of fragrance, skincare and haircare, said the launch "brings one of Britain's most iconic fragrance brands to our customers nationwide. It's a celebration of modern British beauty at its best, where heritage meets inclusivity."
The move follows Boots' high-street debut of viral cosmetics brand P.Louise in May and the launch of Charlotte Tilbury in July. Jo Malone London is the latest addition to a growing premium beauty portfolio that Boots supports with 1,400 Beauty Specialists trained by the brands themselves.
Boots said thousands of searches for Jo Malone London on its site last year showed customer demand for luxury fragrance was rising.
To mark the launch, the Covent Garden store installed a 3D sea monster display tied to the new Sea Salt & Bergamot cologne. Customers who buy a 100ml bottle of that scent or Wood Sage & Sea Salt in selected stores or online get an exclusive gift: a limited-edition sea monster key ring and a 9ml Wood Sage & Sea Salt cologne, while stocks last.
Jo Malone London is now available in 39 Boots stores and on boots.com.
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