Jo Malone is a very special brand for me: over the years, I’ve tested over a hundred of their perfumes, more than any other single brand. And thanks to the combination of their accessibility (several stores nearby carry the line), pioneering small format (10-15 years ago, not that many brands had even 30 ml bottles), relative affordability and focus on my favorite perfume family, florals, Jo Malone is the best-represented brand in my collection.
My top 12 perfumes from the brand are French Lime Blossom, Sweet Milk, Mimosa & Cardamom, Orange Bitters, Blackberry & Bay, Dark Amber & Ginger Lily, English Pear & Freesia, Lotus Blossom & Water Lily, Pomegranate Noir, Wild Fig & Cassis, Black Vetyver Cafe, Wood Sage & Sea Salt.
And even though in the last five years, only a couple of new perfumes interested me enough to get a mini bottle, I continue to check all their new releases religiously.
My recent trip to the Jo Malone counter at Nordstrom has almost resulted in an impulsive purchase. I saw their Scented Mementos collection and wanted it before I even sprayed any on paper.
“A limited-edition collection inspired by unique pieces filled with memories, found at the British antique market.”
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I’m not into antiques or trinkets. I don’t even like vintage perfumes. But every time in our travels we come across an antique store, in some childish hope I expect to find there something magical there… In all the years that I’ve been doing that, I bought just a couple of mini bottles. But since one of them was a perfect replica of Chamade extrait bottle, I keep searching.
I saw all of Jo Malone’s limited edition collections in the last 13 years, and I liked many of the perfumes as well as the colorful variations on the standard Jo Malone bottles. But these bottles from the Scented Mementos collection fit the theme spectacularly. Not only they are very different from anything previously released by the brand, but they are so eclectic and random that you can easily imagine them being picked up at a garage sale, flea market or provincial antique shop. In the photo above, they seem larger than they are in real life, and I was drawn to them.
I sprayed them all on paper strips… and liked three out of four, which paradoxically saved me from an impulse purchase right there on the spot. Even if it weren’t for my low-buy year, I couldn’t imagine buying three perfumes after a brief sniff, no matter how cute and cohesive I found the collection to be. So, I sprayed two perfumes on my wrist, borrowed my vSO’s wrist for the third, and continued shopping, periodically sniffing all three wrists to decide which one should come home with me. By the time I was ready to leave, I still couldn’t make up my mind and left without getting any of them.
At home, as we probably all do from time to time after sniffing something we liked, I started searching the web to see if maybe one of the stores had some promotion that would entice me to buy one of them… but then, even if could find any, which one? In the end, I was happy to see that the Jo Malone site had a discovery set for the collection (smart!) and bought it without hesitation.
Musk Memento (the rightmost on the photo) with a bottle that strongly reminds me of vintage Estee Lauder Pleasures perfume was the only one from this collection that I didn’t like. To my nose, it smells like a laundry detergent, and I wouldn’t have used it even as such since I prefer unscented ones. The positive aspect of this perfume is that it smells exactly as intended if judged by the brand’s description:
“A clean musk scent inspired by a ceramic soap dish. I’ve long loved the scent of a traditional soap bar […]. The nostalgia and comfort are captured in clean notes of soft musk and aldehyde, a sprinkle of English lavender and elegant cedarwood.” If I deciphered correctly from the recent interview in The Cheshire Magazine, the nose behind this perfume is Marie Salamagne. I liked just a couple of plethora of perfumes she authored, so I’m not surprised that Musk Memento left me unimpressed. Ironically, it is the most tenacious of all.
Ginger Beer created by (I think) Yann Vasnier is a spicy woody composition with a prominent citrus opening that quickly subsides, and after about 20 minutes all I get is a delightful slightly sweet skin scent. I can’t tell if it smells even reminiscent of the beverage it borrowed its name from (I’m not sure I’ve ever tried it), but I like how it smell. The Ginger Beer bottle doesn’t remind me of anything in particular, but it looks well-made and is pleasant to hold.
The last two perfumes, Emerald Thyme and Passiflora, were created by Anne Flipo. Emerald Thyme is a heavenly cologne for all 15 minutes of its development, and then it becomes a very pleasant skin scent. The juicy bright and slightly sweet lemon opening is mouthwatering (literally!). As it dries down, the sweetness goes away together with the lemon, and what is left is a masculine-leaning dry composition grounded by herbs. The Emerald Thyme’s bottle looks like many cologne bottles I saw before, but I can’t pinpoint any specific one.
Passiflora is the most feminine perfume in the collection. It’s warm and smooth from the first slightly spicy cardamom burst until the comforting ambery-vanilla skin scent in 30 minutes after the application. When I picture Passiflora’s bottle in my mind, I feel on the verge of recognition: I definitely saw another perfume in a similar bottle… but it slips away, and I cannot place it.
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I love these bottles. I quite enjoy Ginger Beer, Emerald Thyme and Passiflora, and would gladly wear them. But at $3/ml, these perfumes just shouldn’t be that fleeting! I can live with reapplying perfumes after 2-3 hours, and my collection of Jo Malone perfumes is proof of that. But a skin scent 20-30 minutes into the development?! It feels like they are giving customers just enough time to make a purchase decision at a counter. That doesn’t feel right.
Despite that, if they had released a set of mini-bottles for this collection, I would have paid even more per ml just because I would love to have this bottles in my collection.
Images: my own
Undina's Looking Glass 