Jo Loves will launch with a collection of fragrances and Malone has hinted that the new scents are food-inspired. 'I have really fallen in love with food and flavours. Flavours and fragrance are intrinsically linked; food has taken me to another level' she says.
The idea behind Jo Loves, is that Malone will choose ingredients that truly inspire her. 'It’s things that I love, and some people will love them and some people won’t,' said Malone. 'I haven’t really got a specific target audience.'
Malone has already launched a website joloves.com and a facebook page to introduce the brand, while the scents themselves are still top secret - she has revealed the logo and a video of herself explaining a bit about why she is launching a new fragrance brand (which you can watch below).
Like her previous brand, Jo Loves is 'very giftable...and aimed at the higher end of the market'. Malone also has global and retail ambitions 'I’m looking at selling it in all four corners of the world again, I don’t just want to stay in my city,' said Malone. 'I want to create jobs from it, I want to create the interest'.
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