How Jo Malone empty bag stunt helped launch perfume brand in US

UK entrepreneur tells how she created low-budget hype by getting friends to walk around New York with Jo Malone bagsQuality packaging has long been a signifier of a sophisticated retailer, and so it proved for Jo Malone, who sent dozens of her friends out in New York with her perfume shop’s white bags to establish her brand in the US. Malone, whose perfumes, candles and bath oils are sold around the world, has revealed that the success of her business was built on a stunt in 1998, whereby