Jo Malone London moves into pet care with a WildWash dog shampoo
Jo Malone London has put its name on a dog shampoo made with British pet-care brand WildWash, fronted by actor Tom Hardy's French bulldog — a small but telling step outside the fragrance counter for one of Estée Lauder's prestige houses.
Jo Malone London has launched a dog shampoo made in partnership with WildWash, a British pet-care brand, the company announced on 1 September. The Orange & Cedarwood Dog Shampoo, in 285ml bottles, uses naturally derived orange and cedarwood essential oils and is fronted by Blue, the French bulldog belonging to actor Tom Hardy, who has appeared in the brand's promotional films.
The bottles carry illustrations of four dog breeds; online buyers get a surprise design on delivery, while in-store customers can pick a specific illustration while stock lasts. The product is listed on Jo Malone London's UK site and in its stores, the release said; the announcement did not specify a Japan release date or pricing.
A dog shampoo is a small line extension in revenue terms, but the choice of house matters. Jo Malone London built its identity on restrained, upmarket scent rather than novelty, and a pet-care product under that name is a bet that the brand's fragrance credibility travels to a category it has stayed out of — one that sits neatly beside the loyal, high-spending customer the brand already has, rather than chasing a new one.