Jo Malone: Marketers should remember the ‘5Is’

Jo Malone has founded and built up two successful fragrance brands. The first, the eponymous Jo Malone, she launched back in 1991 before selling to Estée Lauder in 1999. She left that business in 2006 having taken a year out after being diagnosed with breast cancer and having chemotherapy, but returned to find a business where she could “no longer feel her character”.
The deal with Estée Lauder stipulated that she must take a five-year break from the beauty industry, du