Jo Malone London’s new Red Hibiscus cologne is a fragrant tribute to Hawaii

For over 30 years, Jo Malone London has captivated us with its exquisite scent narratives, each perfume crafted with unparalleled artistry. With its latest fragrance, the quintessentially English brand ventures beyond its traditional inspirations, taking you to the lush, tropical landscapes of Hawaii with the new Red Hibiscus Cologne Intense.

Harper's Bazaar India caught up with Celine Roux, the creative force behind Jo Malone London, to learn more about this distinctive fragrance, the inspiration behind it, future brand launches, and more. 

Harper’s Bazaar: Share the inspiration behind this new cologne intense.

Céline Roux: Jo Malone London is an English brand, and a lot of our inspiration comes from England. But with Cologne Intense we allow ourselves to travel further afield. Having had the opportunity to travel to India a few times, where I visited jasmine fields and amazing flower markets, it inspired me to create Tuberose Angelica and Jasmine Sambac & Marigold. For our newest Cologne Intense fragrance, Red Hibiscus, we have been inspired by Hawaii. I’ve wanted to work with hibiscus for a long time, I’ve always been interested in the hibiscus flower as it’s visually so striking, and majestic in shape and colour. I came across an article about a rare hibiscus flower located in the Nounou mountains in Hawaii, which is only accessible by foot or by helicopter. While reading it, I was transported to this preserved jungle where you can find the rare red hibiscus flower. A lot of people have the perception that Hawaii is all about beaches, but there are so many jungles and mountains too, and this is where Red Hibiscus Cologne Intense was born.

HB: How does this new launch differ from your previous fragrances?

CR: Red Hibiscus is a truly tropical solar scent—voluptuous, with a sensual oriental aspect. It has a big floral heart around a red hibiscus accord, complemented by natural jasmine sambac and ylang-ylang flowers. To give warmth to the fragrance, we used natural vanilla and benzoin but also patchouli for a long-lasting effect. It also cuts through the sweetness of the vanilla, and adds wonderful depth. All Jo Malone London scents are genderless. However, due to its floral notes, it may be assumed to be more feminine, but I know lots of men who are wearing it.

HB: What led to the choice of red hibiscus, and why is this relevant in today’s time to be chosen as a heart note for the fragrance?

CR: Hibiscus is not actually a flower that you can obtain an extract from, and not traditionally renowned for its scent either, but rather for its striking appearance. This, in itself, is unique and gave us a lot of freedom to think about the different feelings associated with the flower and to develop different olfactive profiles for them. It’s a sensual and deep scent that we hope transports people to warm, tropical climates, which can be really comforting.

HB: In what ways does the brand envision this fragrance resonating with Indian consumers?

CR: I have so many friends from different backgrounds. Every time I wear it, I get lovely feedback so I would say it’s universally loved. That said, I think it’s a great scent for India as floral fragrances with sweet amber notes are popular.

HB: Looking ahead, what can we expect from the brand in terms of future launches or expansions?

CR: We have a new Cologne Intense fragrance coming out later this year, which has a very soothing theme and story behind it. It’s a very different olfactive for us too, so we can’t wait to share more.

This article originally appeared in Harper's Bazaar India April-May 2024, print edition. 

Lead image credit: Pexels

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