Jo Malone London brings a Brit spirit — and personalized scents — to Beverly Hills
What would Los Angeles smell like if it were bottled as a fragrance? According to British model and singer Karen Elson, the City of Angels would smell like a sparkling and refreshing adaptation of lime.
Elson would know. After decades of modeling and serving as the face of various beauty brands, she has been named the latest Jo Malone London Girl, joining model and fashion fixture Poppy Delevingne.
“L.A. has got that sort of freshness to it with all of the lime trees,” said Elson, speaking from the garden of the Chateau Marmont, a favorite haunt since she began her modeling career 21 years ago. “It’s the first thing that comes to mind, that heavenly mix of citrus. You do so much entertaining outdoors and at nighttime, and that fresh, citrusy scent makes sense to L.A.”
It was no surprise she favored wearing Jo Malone London’s Lime Basil & Mandarin fragrance while staying in Southern California — this time to make her debut as the newest brand ambassador as well as host a dinner, along with Delevingne, for friends and influencers in a bungalow at the hotel.
The event also marked the opening of the new Jo Malone London boutique in Beverly Hills, the first in Los Angeles, and the country’s largest to date.
Inside, customers will find the extensive scent library from Jo Malone London, plus the ability to personalize scents, engrave perfume bottle caps and receive hand massages using the brand’s popular scented lotions. The ivory-and-black color motif and traditional Georgian townhome interior, hallmarks of the brand, fill the Brighton Way boutique.
Elson referred to many aspects of the brand as “quintessentially British,” specifically fragrance notes of bluebell that remind her of growing up and playing outdoors. She also mentioned the popular Red Roses perfume as well as the Orange Bitters scent in the holiday collection.
“It’s very personal,” said Nashville-based Elson about the opportunity she has to collaborate with the brand. “I’ve worked with a lot of different companies, and this is by far the most personal relationship I’ve had with a beauty company in a very long time.”
Elson’s personal style and creativity was on display at the Jo Malone London dinner last month. The model chose the Chateau Marmont for the location and hand-picked the musicians, her close friends Rain Phoenix and Frally Hynes of Venus and the Moon, and DJ Tennessee Thomas.
Fellow Brits Annabelle Wallis, Delevingne and Fuschia Kate Sumner were also in attendance.
“There is a lot of individuality” to the Jo Malone London brand, Elson said. “It’s not just about one fragrance.”
On that note, Elson went from Wild Bluebell cologne in the daytime to the Lime Basil & Mandarin fragrance later. And for evening, it was the Velvet Rose & Oud Dry Body Oil, inspired perhaps by the deep burgundy velvet Diane von Furstenberg dress she wore to her celebratory dinner.
Jo Malone London, 9621 Brighton Way, Beverly Hills, www.jomalone.com
