EXCLUSIVE: Jo Malone London Gets Playful, Launching Latest Fragrance With Fortnite Game

WWD Weekend

Beauty Inc

Fairchild Live

Beauty Inc

site categories

Fragrance

Color Cosmetics

Hair

Beauty Features

Skin Care

Wellness

Body Care

WWD

Click to expand the Mega Menu

Got a Tip?

Beauty Inc

Click to Expand Search Input

Plus Icon

Click to Close Search Input

Newsletters

Account

Welcome

Manage Account

Log Out

Log In

Sign Up

Beauty

Fragrance

EXCLUSIVE: Jo Malone London Gets Playful, Launching Latest Fragrance With Fortnite Game

Jo Malone London will unveil its first gaming activation to mark the global launch of Sea Salt & Bergamot cologne.

LONDON — Jo Malone London will promote its latest and biggest fragrance launch of the year, Sea Salt & Bergamot Cologne, with a Fortnite game as it seeks to broaden its reach and appeal to a new generation of consumers.

The brand has partnered with Chartis, the user-generated content games and media company, to launch its first gaming activation. The move is part of a wider strategy by the Estée Lauder Co s. “to engage with consumers across channels and experiences, leveraging technology and AI to encourage discovery.”

Related Articles

Fragrance

Estée Lauder Taps Into Gourmand Fragrance Trend With Glimmer Eau de Parfum Launch

Beauty Features

France, U.S. Celebrate Friendship on Liberty Island With L'Oréal, Estée Lauder and Monumental Tour Light Show

The game, which will start on Monday and run for two weeks, is a custom-built Fortnite experience, with players invited to experience “the wild waters of the British coast, and the invigorating energy of the sea.”

Jo Malone London said the Fortnite activation will be supported by a promotional campaign with gaming creators, livestreams and social content across Instagram, TikTok and Fortnite, in order to extend the campaign “beyond gameplay and into broader digital culture.”

Jo Dancey , global brand president, Jo Malone London , said: “Gaming is a major cultural space for younger generations — a place to connect, create and discover. Gaming platforms also help us connect with consumers who may not encounter the brand through traditional social media channels, making this both a creative first and an important part of our strategy to reach new audiences where they are.”

Dancey added that “Fortnite offers the opportunity to build worlds audiences can actively enter and participate in, which is particularly powerful for fragrance. While scent cannot be experienced on screen, its mood, setting and emotion can. Sea Salt & Bergamot evokes the freshness of the British coast and the activation allows users to explore and experience the charm of our landscape.”

Asked why Jo Malone London chose to promote Sea Salt & Bergamot in particular with a game, Dancey said that, “As our largest launch of the year, it felt like a natural choice for our first gaming activation. The scent’s immersive and adventurous story translated seamlessly into the game.”

Aida Andersson, head of commercial at Chartis, said the collaboration with Jo Malone London marks a “defining moment for luxury fragrance in interactive entertainment and demonstrates how premium lifestyle brands can leverage UGC platforms as media landscapes to drive cultural relevance, audience engagement and brand discovery.”

Chartis describes itself as “the end-to-end partner for brands looking to engage Gen Z and Gen Alpha audiences at scale.” The company said it has more than 95 percent market share across top UGC experiences and more than 250 creators in its network.

Dancey said: “This is our first step into gaming, so we will take the learnings from the activation and use them to shape how we engage consumers in the future. Jo Malone London has always had a playful spirit, and we will continue to explore interactive and unexpected forms of discovery on the channels and platforms where our customers are.”

The new fragrance was created by the perfumer Mathilde Bijaoui, with a top note of bergamot, a heart of sea salt and a base of driftwood accord. Jo Malone London said the new juice builds on the brand’s selection of “sea salt-fresh scents.”

Newsletters

Sign up for beauty news straight to your inbox every day

PMC Logo

Most Popular

Leonardo DiCaprio, Jeff Bezos and Lauren Sánchez Bezos Set $200 Million Fund to Recover Endangered Species

Perez Hilton Hospitalized After Appearing to Harm Himself on Livestream

Brad Pitt Is Allegedly 'Bracing Himself' For His Kids' Next Move Which Sources Say Is His 'Worst Possible Nightmare'

Met Museum Quietly Hangs a Leonardo da Vinci Painting, On Loan from Ken Griffin: 'A Little Picture, Of Large-Scale Importance'

You May Also Like

Michael Jordan’s Air Jordan 11 Got a Modern — and Affordable — Update and It’s Available Right Now

9 hrs ago

Fashion Loves Food 2025

10 months ago

Has Lesotho’s Tariff Relief Missed the Window?

5 days ago

Saliva-Testing Startup Biolyz Eyes American Expansion Plans

1 hr ago

“New Humans” Takes a Disappointingly Old Approach to Disability

3 days ago

Subscribe

Customer Service

Customer Service

WWD

About Us

Advertising

Subscribe

WWD FAQ

Digital Daily FAQ

Accessibility

Legal

Privacy Policy

AdChoices

EU Privacy Preferences

Terms of Use

California Privacy Rights

Your Privacy Choices

Follow Us

Facebook

Facebook

Instagram

Instagram

LinkedIn

LinkedIn

X

X

Newsletter Sign Up

Your Email

Subscribe

Subscribe

By providing your information, you agree to our Terms of Use and our Privacy Policy . We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the Google Privacy Policy and Terms of Service apply.

Have a Tip?

Send us a tip using our anonymous form.

WWD and Women's Wear Daily are part of Penske Media Corporation. © 2026 Fairchild Publishing, LLC. All Rights Reserved.