Jo Malone: ‘Great brands make consumers the creative heartbeat’

“You look at all the great brands that succeed today, they all have storytelling elements. They draw the customer in to be the creative heartbeat as well as the consumer of their product,” says entrepreneur and fragrance retailer Jo Malone.
Since bursting into the beauty industry with her eponymous fragrance brand in 1991, Malone has learnt a lot about the art of brand building, including what it takes to sell her company to beauty mega-brand Estée Lauder for an undisclosed si