Jo Malone creates alluring gifting campaign for pax at LHR, MAN & BHX

By Luke Barras-hill |

Malone-gifting-December19Travellers at select UK airports are being encouraged to treasure the special moments associated with discovering the ideal gift this festive season courtesy of a series of campaigns from Jo Malone London.

The Estée Lauder-owned fragrance house is hosting ‘Scented Spectacular’ sites in partnership with World Duty Free at London Heathrow, Manchester and Birmingham Airports to allow passengers to indulge their olfactive whims.

Eye-catching visuals flank an array of Jo Malone scents tailor made for grab-and-go gifting from instore counters, while travellers can also pickup fragrances from special stations against the backdrop of life-sized fragrance bottles inspired by Jo Malone’s Scent of the Season, Rose & Magnolia.

During a preview of one of the new installations at Heathrow Airport Terminal 2 last month (22 November), TRBusiness explored the Jo Malone London brand universe and partook in a fragrance pairing session [see below for photo gallery].


A centrally positioned giant moon, oversized cologne bottle, super-sized candle and walk-in gift box in familiar cream and black tones is the inspiration behind the Jo Malone Galaxy of Gifts activation at the London hub. This runs until February 2020.

As part of an immersive experience, visitors can twin their favourite fragrance with another in traditional Jo Malone style, including *Rose Magnolia (100ml) available in a limited edition bottle.


Whimsical ‘Scented Spectacular’ pop-ups themed around the magical touches of gifting have sprung-up at London Heathrow, Manchester Airport (pictured above and main) and Birmingham Airport.

They can step inside the walk-in gift box for ‘selfie’ photo opportunities, and choose to personalise their purchases further with charms and calligraphy services.

Occupying a prominent and high-trafficked position inside World Duty Free’s shop in Terminal 2, the Jo Malone counter offers travellers additional services such as hand and arm massages and a curated array of travel sets with a strong play on gifting and personalisation.

Meanwhile, shoppers can pickup a travel retail exclusive fragrant candle as a GWP on applicable purchases.


Prominent branding invites travellers into the World Duty Free store at Birmingham Airport.

Elsewhere, Birmingham Airport is home to an impressive 10-metre-high Jo Malone Christmas tree, while promotional sites will feature in Manchester Airport’s terminals.

At all UK airport locations, visitors can adorn their 100ml bottles with a choice of limited edition charms, available for purchase as a whole set during travel, or as surprise gift on arrival.

Conceived in 1994, the quintessentially British brand is known for its quirky yet refined fragrances. It was acquired by the Estée Lauder Companies in 1999.

*Those who purchase the fragrance will also receive an exclusive enamel charm drawing on the scent’s rose notes.


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