Jo Malone London Steps Into the Fortnite Universe
The game experience is highlighting the brand’s new “Sea Salt & Bergamot” Cologne.
Jo Malone London is officially making its gaming debut. The brand is launching a Fortnite activation to celebrate its new “Sea Salt & Bergamot” Cologne. Built in partnership with creator platform Chartis, the two-week in-game experience turns the fragrance’s coastal vibes into an exploration-driven world in the Fortnite universe.
“Consumers are looking for more personal and immersive ways to discover fragrance, through exploration and storytelling,” Jo Dancey, Global Brand President of Jo Malone London says in a press release. “‘Sea Salt & Bergamot’ is inspired by the freedom and energy of the British coast, so we loved the idea of bringing that sense of adventure into a world people can explore for themselves. Our first step into gaming gives us an exciting new way to invite audiences into the world of Jo Malone London through play and discovery.”
Composed by perfumer Mathilde Bijaoui, “Sea Salt & Bergamot” opens with bright bergamot, before moving into briny sea salt heart and settling into driftwood accord. The fragrance is the latest addition to the brand’s coastal-inspired lineup, joining existing favorite “Wood Sage & Sea Salt.”
The activation runs August 10 through 24, with the “Sea Salt & Bergamot” Cologne available now on the brand’s website for $175 USD.
In other news, Dior Beauty just unveiled an anime-inspired short film tied to its “Miss Dior” fragrance.
