Boots, the nation’s favourite beauty retailer, today launches a landmark new partnership with Jo Malone London, bringing the iconic British fragrance brand to more locations nationwide than any other UK retailer. Known for its joyfully British character, elegant craftsmanship and unexpected approach to fragrance, Jo Malone London will be available in 39 Boots stores nationwide and on boots.com from today, Tuesday 4 August, giving shoppers greater access to one of Britain’s most-loved luxury fragrance brands.
Marking a major milestone in Boots ongoing beauty transformation, the exciting retail expansion enables Jo Malone London to reach new audiences with a prestige-led assortment of the brand’s hero franchises. Boots customers will be able to discover a curated edit of Jo Malone London’s most-loved scents, including Lime Basil & Mandarin and English Pear & Freesia, as well as the highly anticipated new Sea Salt & Bergamot cologne.
At the heart of the partnership is a shared commitment to celebrating quality and heritage, and the joy of fragrance discovery. From colognes crafted with carefully chosen ingredients to the highest level of on-hand fragrance advice and expertise, Boots customers nationwide can now experience the exceptional quality synonymous with Jo Malone London. With thousands of searches for the brand on boots.com last year, the launch responds directly to customer appetite, as demand for luxury fragrance continues to grow at Boots. Jo Malone London also joins the line-up at Boots fragrance-only concept store in Broadgate, London, which opened last October and showcases more than 400 niche and luxury scents.
Lizzie Brady, vice president general manager, Jo Malone London UK, said: “Launching in the UK’s leading health and beauty retailer marks an exciting moment for Jo Malone London. This milestone allows us to expand our reach and introduce the brand to new audiences through a curated edit of our most-loved scents.”
Chelsey Saunders, director of fragrance, skincare and haircare at Boots, said: “This is a landmark moment as we welcome Jo Malone London to Boots, bringing 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.
“We’re passionate about making the best of beauty more accessible, and this launch gives even more people the opportunity to discover, experience and fall in love with Jo Malone London’s timeless fragrances.”
To mark the launch, Boots Covent Garden store has been transformed with a striking 3D sea monster installation, inspired by the arrival of Jo Malone London’s new Sea Salt & Bergamot cologne. Customers purchasing a 100ml bottle of the Sea Salt & Bergamot or the Wood Sage & Sea Salt cologne in selected Boots stores or online will receive an exclusive gift with purchase, including a limited-edition sea monster cologne holder and a Wood Sage & Sea Salt 9ml cologne, while stocks last.
As Boots continues to revolutionise its beauty offering, it has welcomed an unmissable line-up of the most in-demand brands. Following the high street debut of viral cosmetics brand P.Louise in May and the launch of prestige cosmetics brand Charlotte Tilbury in July, Jo Malone London marks the latest addition to Boots growing premium beauty portfolio. Supported by a team of 1,400 Boots Beauty Specialists, who undergo specialist training from the brands themselves, customers can shop with confidence with expert advice tailored to their needs. Alongside every purchase, shoppers can also collect Boots Advantage Card points and enjoy convenient services including Click & Collect and Next Day Delivery.
Jo Malone London is now available in 39 Boots stores nationwide and on boots.com.
