Jo Malone × Monet's Water Lillies
THE ASK : Uncover product innovation opportunities through customer-centered research and develop a new, emotionally resonant collection for Jo Malone supported by an integrated campaign and brand film.
THE ANSWER : Introducing “Discover You,” a fragrance experience built on curiosity, trust, and the quiet magic of feeling seen.Inspired by research that revealed a desire for more emotional storytelling, personalization, and exclusivity, this concept invites customers into a more intimate world of Jo Malone. Customers begin their journey with a Jo Malone personality quiz, unlocking a blind fragrance set tailored to their emotional archetype. In trusting Jo Malone with the unknown, they’re rewarded with exclusive access to Fragrance is Art, a limited-edition collection inspired by iconic artworks, each scent paired with a custom-written poem and delivered in a wax-sealed envelope. To deepen connection and spark community, every recipient receives three private invite codes to gift the experience to others, turning the collection into something whispered about, passed on, and deeply felt.
Where it begins.
A blind fragrance set, thoughtfully curated based on a personality quiz, intimate, intriguing, and uniquely yours.
Sealed with trust.
An invitation letter tucked inside each box, unlocking access to the limited “Fragrance is Art” collection with three exclusive invite codes for friends and family.
Art, bottled.
A scent story inspired by Monet’s Water Lillies — soft clarity, blooming stillness, and emotion suspended in time.
Your soul, in verse.
Each poem is uniquely written based on your personality quiz results, a fragrant reflection of who you are, sealed with Jo Malone’s signature wax.
The architecture of experience.
Every detail from folds to finishes was designed to elevate unboxing into an art form of its own.
A sensory journey from self-discovery to scent.
A personality quiz unlocks a blind fragrance set, curated just for you. Inside: a sealed letter with exclusive access to the Fragrance is Art collection where each scent channels a masterpiece, and a personalized poem mirrors your soul.
Whispers of Giverny
Envisioned in the pond of Giverny, the film reimagines a siren who lives between art and reality. She moves through a dreamlike world of brushstrokes and florals, beckoning the viewer into a sensorial experience where scent becomes the bridge to self. Inspired by Monet’s Water Lilies, the film invites the viewer to lose themselves in color, texture, and emotion. To see art not just as something to observe, but to feel and become.
Art you can feel.
Captured within the same imagined Giverny dreamscape, the campaign centers on the siren as muse surrounded by fragrance, poetry, and soft light. Each image echoes the themes of mystery, self-reflection, and becoming.
Fun Fact : Inspired by fortune cookies, the poems became modern day prophecies, tucked inside wax-sealed envelopes, waiting to be unwrapped.
Discover You. Trust the mystery. Feel the art.
A scent chosen for your soul.
Photographer : : Greanly Philips
Videographer : Emily Ann Grey