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- British bespoke fragrances
- uni sex/ don't want to classify gender
- luxury brand in the cologne industry
- inspired by British culture
- under estee Lauder

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- all of the fragrance are meant to be layered ( creating personal scent)/ perfect alone, even better together
- classify them in different family such as fruity, light floral and woody
- cologne intense collection
(black bottle)

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- the iconic cream box (black box for home product)
- black ribbon (cream ribbon)
- tissue spritzed with their iconic scent: LBM

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complementary services:
scent your home
scent for men
scent for you
Discovery Movement
Bridal Concession

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1. be the best
2. the highest quality service in fragrance
3. providing fragrance experiences that amaze

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jan: escape reality (cologne intense collection)
feb-apr: celebrating British culture
apr-jun: blossom collection
(spring)
jun-aug: hero products
aug-oct: A launch (new scent for the permanent collection)
oct-dec: Christmas scent

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- high-end/ luxury/ precise and distinctive
- packaging: well-designed to express characteristics
- personalised and high quality
* UNIQUE SELLING POINT:    fragrance combining: create your own scent (BHW- cologne- BC)
* all ingredients are extracted from natural materials
- free services: proving the service and let ppl get to know the brand more without paying any fee and experience
- brands belongs to estee Lauder: more support and internationally recognised
- there is always a story behind the fragrance for example, 154 and amber and lavender
- Christmas packaging
- celebrating British culture
FEB: British collection
- city fragrance
London: PN
Taiwan: EPF
Seoul: BB

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- brand recognition< Chanel/ Dior/ Givenchy
* because the brand is still young
- promotion of the brand is ineffective
* spokesperson/ advertising on mass media are absent
*social media and pr influence low
(P+B launch not promoting well)
* influence of the brand is low
* most ppl think JML do candles only
- pricey
- no discount of the year
- although the scent are all unisex but people still recognise it as a female fragrance shop
- men's fragrance
* cos men prefer buying sth particular for men not for unisex

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- JML corresponds with these current trend: customisation
- men's perfume: men's customers are now more care about their appearance and JML hasn't got a series of men's fragrance/ products
- JML extends overseas market, especially in Asia
- worldwide limited edition
eg, you can only get city candle in the the particular city
- British culture deliver
- winning in millennial customers
- selling their products in the fragrance store (look fantastic)
- collaborate with other brands (Huntsam collection)
- collaborate with Hotel (high-end customers could have a chance to try their products)

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- due to the low brand recognition: low market share
- according to the research: those luxury brand attract people customers by their name
brand< Chanel, Dior etc
- copy cats (easy to copy their image)
- the founder of JML left the brand due to her cancer and now she has her own new brand: JO LOVE therefore people may get confused of JML and JO LOVE.
- TK max sold some of the scent in cheaper price

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the founder of JML and Jo love

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Jo Malone needs no introduction. After founding one of Britain's most famous fragrance brands in the 1980s, the hugely successful, self-made businesswoman went on to sell her eponymous company - whose products are now available in 22 countries - to Estée Lauder for undisclosed millions in 1999.

She could have put her feet up and retired before 40 - but the "Queen of fragrance" had other plans. Malone stayed on as creative director of the brand until 2006 - a period during which she was also diagnosed with an aggressive form of breast cancer. But stepping away from Jo Malone, the company she created at her kitchen table, proved harder than she thought.

The Estée Lauder deal included a "lockout clause", which meant she was contractually prevented from being part of the beauty industry and forced into a five-year exile. Such was her influence, this meant she wasn't even allowed to purchase items from a beauty counter in case it appeared to be an endorsement.

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Sharing the full story, not just the headlines

"I missed the industry so much. Believe it or not, it never really felt like a business to me. When I'm creating and working I literally come alive, it's something that's in me," she tells The Independent.

This might be why those close to her were not surprised when she told them about her idea to launch a second global fragrance brand.

"My family knew because I've been such a nightmare to live with for five years. They knew I had to get back there, it was inevitable.

"But some of my friends did tell me: 'I know you've got another business in you Jo but should it be fragrance again?'" she adds.

For someone with her influence, Malone is almost too humble: "I did think about moving away from the industry and doing other things. But I've never written a CV in my life, I had no qualifications [she left school at 15 and struggled academically due to her dyslexia]. I didn't want to go through the humiliation of someone saying no. I wanted to move forward."

Sometimes in business you know you've made a big mistake but you don't have the money to put it right straight away, so you have to salvage as much as you can and that's what I did

Jo Malone

In 2011, her second brand, Jo Loves, was born without any external help and she is now finally ready to take it on to the global stage. "Every penny that we invested in the company was ours [with her husband and business partner Gary Wilcox]. I set it up from my own savings.

"I still love Jo Malone, of course, even if I don't identify with it creatively anymore. I'm still proud of it and Estée Lauder has done an incredible job. But Jo Loves doesn't feel like a business, it's an extension of who I am," she says.

Being a household name, you might assume building a start-up would have been easier the second time around, but Malone laughs out loud as soon as she hears the question: "I've got to be honest with you, the first two years were just excruciating.

"Now I can say this because we have passed that stage, but I'm not sure I could have told you this at the time, I felt so embarrassed. I'm afraid - and I say this to all the people that are building their businesses today - if success does land on your doorstep on day one, you're one in a million."

According to Malone, she made every mistake possible, from packaging to distribution, when launching her new brand. "We were about to launch our capsule collection in Selfridges over Christmas, a fantastic opportunity. We were building the pop-up the night before opening day and I just knew I had made the biggest mistake with the packaging, it just wasn't right.

"Sometimes in business you know you've made a big mistake but you don't have the money to put it right straight away, so you have to salvage as much as you can, and that's what I did in the first two years. What I knew was I had a product that could still be global and that's what drove me."

"During these two years, I just kept thinking, I have to get through the week, the month, Christmas. The thing that motivated me the most were the people working with me and the salaries I was responsible for. At one point when there was not enough coming in, I started doing speaking engagements across the country. I knew these engagements would give me a fee that would guarantee a month's salary."

Despite Malone's struggles, Jo Loves quickly attracted loyal customers.

At the time, Malone operated from a creative studio in west London. Customers from all over the world would have to call and make an appointment to order a candle or a fragrance, buying 10-15 bottles in bulk. She had a thriving little business, but she knew it needed a home.

After an 18-month delay, which allowed her to replace the initial red packaging with a more subtle white, she launched with a single shop on Elizabeth Street in London's Belgravia in 2013 - in the very same space where she started her shopkeeper journey more than 30 years ago. "Sometimes life will bring you back to where you started," she says.

Malone's business philosophy comes from a continual desire to innovate and inspire, which is why her shop was always going to be different. "I didn't want to do another candle store. So I thought of a new way to present everything. It's about changing the way that the industry looks at cosmetics and fragrance," she adds.

The store itself is a delight to the senses the second you step into it. The elegant white design of the shop allows your eyes to relax and the door is always kept closed, enabling customers to be stimulated by the scents in the air - the perfect setting for Malone's "Fragrance Brasserie Bar", where customers can try out a complimentary fragrance "tapas" experience.

During the experience, shoppers can start by selecting their desired fragrance to create a palate of scents - similar to a food tasting, but for the nose. Bath cologne is first warmed in a tagine before being presented to you as a cloud of steam; a cleanser is then shaken over ice and strained into a Martini glass. Lastly, lotion is whipped and foamed before being painted onto your skin.

Sometimes when you're on your own and you start your business from your spare room, it can be isolating. I want to inspire the next generation but also tell them that they're not on on their own

Jo Malone

"In the same way we all remember our first kiss, I wanted my customers to remember their first experience with my brand. It adds value to the brand with no costs and translates into a sale 97 per cent of the time," she says.

For Malone, perfume is strongly associated with memories. Her bestseller scent Pomelo - a fresh, citrus smell with hints of rose and patchouli, reminiscent of a summer holiday - is now one of 14 fragrances inspired by her own experiences. Other products include bath and body lotions, and candles of course.

In 2017, Malone started using a paintbrush as part of the brand's fragrance tapas experience, which inspired her to change how her customers applied scent. Although very few believed in the idea originally, it's now her flagship product.

"Whenever someone says 'no one is going to use that' or 'it's never going to work', it always goes into my head. These paintbrushes became my golden ticket, the product that got me all over the world telling creative stories. So, if someone tells you you can't do it, stick to your guns. Don't always listen to the voices around you."

Jo Loves was always designed to be a global brand and Malone is planning to open new stores soon, both in the UK and across the Atlantic - although she doesn't want to discuss the exact locations just yet.

"I can see the potential in my business and it's something I would never take for granted," she says.

For any young entrepreneur starting their business, Malone's story is an inspiration. Perhaps because she was repeatedly told she would fail, she's keen to give back to the next generation and tell them that they are not alone.

With that in mind, Malone has recently taken part in Secret Leaders - a business podcast that dives deep into the stories of top CEOs, their brands and their personal lives.

"Sometimes when you're on your own and you start your business from your spare room, it can be isolating. There's a lot of self-doubt. I want to inspire the next generation, but also tell them that they're not on on their own."

"So Secret Leaders is a way to share my story with them - the good the bad and the ugly. Sometimes hearing someone else's story might inspire you to think differently."

Malone cites passion, resilience and respect for the currency of creativity as the three most important values in developing a new brand.

When I ask what advice she would give to a young business owner in doubt, she quotes the catchphrase from the movie The Imitation Game, in which Benedict Cumberbatch plays British mathematician Alan Turing: "Sometimes it's the people no one imagines anything of who do the things that no one can imagine."
Jo Malone features in series 2 of the UK's leading business podcast, Secret Leaders - founded by Dan Murray-Serter and Rich Martell. Series 3 is now live, and listeners can subscribe on iTunes and Spotify. For more information visit secretleaders.com

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A View from the Top with Jo Malone: 'When I'm creating, I come alive'

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Jo Malone needs no introduction. After founding one of Britain's most famous fragrance brands in the 1980s, the hugely successful, self-made businesswoman went on to sell her eponymous company - whose products are now available in 22 countries - to Estée Lauder for undisclosed millions in 1999.

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prestige cosmetics and fragrances in the uk 

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prestige cosmetics and fragrances in the uk 

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Analyst Opinion

Licenses from established fashion brands are an important sales driver in cosmetics, especially fragrances. Coty, for instance, holds licenses for Burberry, Calvin Klein, Gucci, Hugo Boss, and Balenciaga, among others, while Estée Lauder currently licenses Ermenegildo Zegna, Michael Kors, Tommy Hilfiger, and Tory Burch, and L'Oréal markets cosmetics and fragrances under the Armani, Yves Saint Laurent, and Valentino brands.

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Prestige Cosmetics & Fragrances - United Kingdom | Statista Market Forecast

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United Kingdom: Revenue in the Prestige Cosmetics & Fragrances segment amounts to US$3,426m in 2019. The market is expected to grow annually by 3.7% (CAGR 2019-2023). Prestige Cosmetics and Fragrances are comprised of Prestige Skin Care, Fragrances and Decorative Cosmetics.

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statistics: fragrance market value by product types in 2018 

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statistics: fragrance market value by product types in 2018 

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weaknesses:
according to the market value, fine unisex fragrances occupy the lowest percentage of the whole market

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Cosmetic, Toiletry & Perfumery Association. (May 21, 2019). Market value of fragrances in Great Britain in 2018, by product type* (in 1,000 GBP) [Graph]. In Statista. Retrieved November 13, 2019, from https://www.statista.com/statistics/289686/market-value-of-fragrances-in-great-britain/

Cosmetic, Toiletry & Perfumery Association. "Market value of fragrances in Great Britain in 2018, by product type* (in 1,000 GBP)." Chart. May 21, 2019. Statista. Accessed November 13, 2019. https://www.statista.com/statistics/289686/market-value-of-fragrances-in-great-britain/

Cosmetic, Toiletry & Perfumery Association. (2019). Market value of fragrances in Great Britain in 2018, by product type* (in 1,000 GBP). Statista. Statista Inc.. Accessed: November 13, 2019. https://www.statista.com/statistics/289686/market-value-of-fragrances-in-great-britain/

Cosmetic, Toiletry & Perfumery Association. "Market Value of Fragrances in Great Britain in 2018, by Product Type* (in 1,000 Gbp)." Statista, Statista Inc., 21 May 2019, https://www.statista.com/statistics/289686/market-value-of-fragrances-in-great-britain/

Cosmetic, Toiletry & Perfumery Association, Market value of fragrances in Great Britain in 2018, by product type* (in 1,000 GBP) Statista, https://www.statista.com/statistics/289686/market-value-of-fragrances-in-great-britain/ (last visited November 13, 2019)

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Fragrance market value by product type 2018 statistic | Statista

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You only have access to basic statistics. This statistic is not included in your account! Your perfect start with Statista Instant access to 1m statistics Download in XLS, PDF & PNG format Detailed references Corporate solution including all features. * All products require an annual contract. Prices do not include sales tax.