Renowned perfumer Jo Malone did a fragrance demonstration at Marina Bay Sands, to celebrate the launch of Jo Loves at the hotel. SINGAPORE – Jo Malone stands at the in-suite bar in Marina Bay Sands hotel, shaking up a martini cocktail crafted not from tequila or gin but her Jo by Jo Loves fragrance. Once done, she hands over the glass, its clear liquid bubbling with enticing scents.
“Here. Please don’t taste, just smell,” cautions the 60-year-old British perfumer, as the rest of the room bursts into laughter. This writer never imagined we would be treated to an impromptu Fragrance Tapas Experience, much less by the icon herself, who has been hailed as a scent maverick after founding her eponymous fragrance brand Jo Malone London in 1990 and more recently, Jo Loves in 2011.
Inspired by Spanish tapas bars, this olfactory experience – now available for free at many Jo Loves boutiques worldwide – has become synonymous with fun and flair, transforming the typically mundane fragrance experience into a theatrical performance. Imagine fragrance tagines where colognes are warmed in North African earthenware pots, releasing aromatic clouds for you to savour, and spoonfuls of non-edible foams to paint onto your body with brushes. Visitors are encouraged to sniff rather than taste, because nothing is edible.
“What I’m doing is creating a circus around everything I’m doing, so you can never forget the first time you smell Jo by Jo Loves,” says Malone. This one-off Frag.
