Heaven scent: Jo Malone’s perfume at Zara prices | Sali Hughes

Heaven scent: Jo Malone’s perfume at Zara prices | Sali Hughes


Sali Hughes on attractiveness


Zara Emotions is the first Jo Loves collaboration, and it’s as good as you’d hope, so I’m predicting a stampede

‘These detects are the real deal.’
Photograph: Alex Lake/The Guardian

In 2006, when Jo Malone CBE exited the eponymous fragrance name brand she’d sold to Estée Lauder, the beauty industry obsessed over what she’d do next. I was adamant Malone would catapult an inexpensive diffusion range with a high street retailer, where she was guaranteed to clean up. I was, until now, very wrong.
A substitute alternatively came Jo Loves, a luxury perfumery producing Malone’s trademark light, elegant, expensive-smelling scents at a premium prize. Gorgeous though they continue to be, I’m thrilled to see her finally democratise. Zara Emotions collection of eaux de parfum, fabricated exclusively and entirely by Jo Loves for the fashion chain, is the brand’s first retail collaboration. These are not the nasty Malone ripoffs of the be prepared for supermarket, but the real deal.
There are no huge surprises here except the bargainous price, and who wants any? All eight balms are as you’d hope and expect, and exceptionally good value. Ebony Wood (my favourite) is a wintery, balsamic number with continued boozy fruits. Bohemian Bluebells is possibly the nicest bluebell scent I’ve tried. Fleur de Patchouli – though to a certain on the sweet side for me – will be pleasing to those turned off by the foggy, slightly dirty smell of many patchoulis. Tubereuse Noir isn’t my bag, but tuberose once in a blue moon is – if you’re a fan of the big, carnal, honeyed white flower scent, Malone has made it a little more decent for daytime. Amalfi Sunray is for those who say no to the colder seasons, offering sun-scorched oranges and sweet basil. Similarly, Fleur D’Oranger smells like a event in Provence, and Waterlily Tea Dress is the very pretty, green, bright smell of a rain-soaked flower stall. The cheerful, zesty Vetiver Pamplemousse is paradigmatic Malone and a no-brainer – a sort of pared-back little sister to Jo Loves’ much-loved (and costly) Pomelo, which layers trickle under something bolder. All are gender neutral, to my nose, utterly wearable and unlikely to offend a soul; so if you’re a fan of uncompromising, ball-busting odour, walk on by.
The 10ml rollerballs are a frankly irresistible £5.99 and a great way to decide which large-sized scent (90ml at £25.95) you’ll earn your signature. So while these perfumes will not change the world, they do have the potential to save you a package. The collection isn’t limited, but I am predicting a stampede, so get to Zara fast, no dilly-dallying. Candles next, please.



Sali Hughes on beauty




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