The story behind this Jo Malone fragrance collection will leave you charmed
We always love a good story behind a fragrance; we believe its message is as important as its scent – which is why we swooned when we got wind of Jo Malone‘s latest perfume collection: The Bloomsbury Set. It’s inspired by a renowned group of English intellectuals and artists – whose prominent members included writers Virginia Woolf and E.M Forster – and celebrates Brit culture in an unconventional way. Case in point: While the group appeared to uphold the refined ways of the upper middle class, they were notoriously hedonistic and non-conformist.
To work on the collection, Celine Roux (Vice President of Jo Malone London’s Global Fragrance Development) and Master Perfumer Yann Vasnier travelled to Charleston: the country home of the Bloomsbury Group. The duo explored the property’s nooks and crannies, attempting to walk in the footsteps of the intellectual greats. Inspiration for The Bloomsbury Set struck: the collection captures a day in the life of the group, by referencing their rituals and crucial areas of the residence.
The five scents that make up the set are:
Blue Hyacinth
The scent of Blue Hyacinth is akin to the smell of a dewy morning. It’s solifloral – to maintain the flower’s naturally beautiful scent, it retains its original smell as a singular note. Only green and earthy notes of vetiver and clearwood were added to keep the fragrance smelling garden-fresh.
Garden Lilies
Instead of the heady, potent scent of fully bloomed lilies, this perfume is refreshingly light as it encapsulates the smell of the flower while it petals are newly parted. A hint of white musk and jasmine extract adds sensuality, while green sap cuts through the heaviness to evoke the smell of freshly cut grass.
Leather and Artemisia
For book lovers, nothing quite tops the seductive smell of leather-bound books. This scent captures the scent of Charleston’s library, the pivotal space where ideas came to fruition for The Bloomsbury Group. While leather scents are typically smoky, this is kept fresh and aromatic thanks to the inclusion of absinthe and artemisia.
Tobacco and Mandarin
Inspired by The Bloomsbury Group’s weekly brainstorm accompanied by pipe smoking, the scent combines nicotine-free tobacco as its primary scent with bright mandarin notes to symbolise the Earl Grey and Lady Grey tea often sipped at tea break. Hay oil and countryside herbs soften the fragrance, while a rich, plummy note balances the overall scent.
Whisky & Cedarwood
This scent is the most daring of the bunch. Clean-smelling linseed oil and beeswax (inspired by the waxy wooden floor of Charleston) meld with a boozy blend of whisky, rum and cognac oil, and rounded off with oakmoss, myrth and sandalwood for a sensual effect. The final touches of rose and honey keeps the scent soft and elegant.
The Bloomsbury Set is now available at all Jo Malone stores, including the Marina Bay Sands and ION Orchard outlets. Each 30ml cologne is priced at $110.
Want more beauty stories? Check out guide to fragrance layering with Jo Malone, interviews with local beauty tastemakers and guides to the best beauty haunts in town.