Case Study: Jo Malone Company
1532 Words7 Pages
4.2.1.1 Strategy
Jo Malone Company takes its name from the brand creator. Jo Malone was a stylist that wanted to give a special present to her VIP clients, creating a special bath oil with natural ingredients like nutmeg and Ginger. (Gordo, 2013)
Jo Malone London was created to celebrate British style with unexpected fragrances and the elegant art of gift giving.
In 1999 Estée Lauder bought part of the company and in 2006 it was wholly acquired. Nevertheless, the innovative spirit and the creator’s philosophy remained intact in each Jo Malone product, thanks to Estée Lauder’s understanding and respect of the brand DNA. (Gordo, 2013)
Much of Jo Malone’s success can be attributed to Estée Lauder. According to its Financial Report (2014), China remains one of the target markets for Estée Lauder, and its double-digit annual sales growth is expected to continue. In fact, Jo Malone is one of the main brands delivering this remarkable growth not only in emerging markets (Asia/Pacific) but also in established markets and travel retail.
Estée Lauder’s net sales in fragrance increased by 9% (from $114.2 million to $1,425.0 million) due to the launch of Modern Muse, Jo Malone Peony & Blush Suede and increasing sales of Tom Ford Black Orchid.
In 2014, Jo Malone launched its first full-floral fragrance Peony & Blush Suede that has been one of the most successful ones to-date, ranking in the top five women’s fragrances in 2014. However, in China one of the favorites
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