Jo Malone London, the esteemed fragrance house owned by Estée Lauder, has unveiled British actor Tom Hardy as the new face of their latest fragrance, Cypress & Grapevine Cologne Intense. This marks a significant shift in marketing strategy as Hardy, celebrated for his roles in high-octane films like “The Dark Knight Rises” and “Mad Max: Fury Road,” embraces a role that trades cinematic thrills for aromatic allure.
Hardy’s partnership, a two-year agreement as the ambassador for Jo Malone London, aims to broaden the brand’s appeal, particularly among male consumers. This is the first time the luxury perfumer has appointed an official face for one of its scents, signaling a pivotal shift towards engaging more directly with the men’s segment of the market.
Jo Dancey, global general manager at Jo Malone London, expressed enthusiasm about this collaboration, describing it as a “pivotal moment” for the brand’s male-oriented business strategies. “Having Tom Hardy, a figure known not just for his quintessential Britishness but also his widespread appeal across genders, will help us reach new demographics, including solo male purchasers and those buying gifts,” said Dancey.
In an era where gender boundaries in fashion and beauty are increasingly blurred, Hardy’s perspective on fragrance is refreshingly open-ended. “I’m not sure there’s a code of conduct that exists with fragrances; it’s simply about what makes you feel good,” Hardy shared in a communication with The Business of Beauty. He emphasizes personal connection to a scent over traditional gender norms, stating, “When I wear any fragrance, it has to resonate with my own sense of smell.”
The promotional campaign for Cypress & Grapevine Cologne Intense is set to make a significant impact, featuring a 30-second television spot titled “The Exceptional and The Contradictory.” Hardy took a hands-on approach in the creative process, personally selecting Edward Berger, acclaimed director of “All Quiet on The Western Front,” to helm the commercial. The script was penned by Hardy’s father, Chips Hardy, adding a personal touch to the narrative.
Accompanying the commercial are striking visuals shot by renowned portrait photographer Jack Davison. These images will be showcased in prominent out-of-home locations, including London’s Piccadilly Circus, New York’s Herald Square, and other major cities such as Harajuku, Seoul, and Shanghai, ensuring the campaign’s visibility on a global scale.
As Jo Malone London ventures further into the men’s fragrance market with Tom Hardy leading the charge, the brand is set to redefine the essence of masculine elegance and appeal in the world of luxury perfumery.