Jo Malone London is taking its latest fragrance launch into Fortnite.
The British fragrance brand has teamed up with creator platform Chartis for its first gaming activation. Running for two weeks, the experience is built around Sea Salt & Bergamot Cologne and takes place within the Fortnite universe.
According to Hypebae, the activation runs from 10 to 24 August. Players can explore an in-game environment inspired by the fragrance’s coastal theme.
Sea Salt & Bergamot is the latest fragrance from Jo Malone London’s coastal-inspired lineup. Created by perfumer Mathilde Bijaoui, it combines bergamot, sea salt and a driftwood accord.
The fragrance joins Wood Sage & Sea Salt, another of the brand’s scents built around coastal notes.
The Fortnite activation is part of the launch for Sea Salt & Bergamot. Instead of using the game as a backdrop for a conventional advertisement, Jo Malone London has created an experience that players can explore.
Jo Dancey, Global Brand President of Jo Malone London, said the project was developed around exploration and storytelling. She also pointed to the fragrance’s connection to the British coast as the basis for the gaming concept.
The move puts Jo Malone London in a growing group of beauty and fashion brands using gaming platforms to reach audiences through interactive experiences. Fortnite, in particular, has become a space for brand collaborations that extend beyond traditional advertising.
For Jo Malone London, this marks its first step into gaming. The activation will run for two weeks, while the Sea Salt & Bergamot Cologne is already available for US$175.
