Jo Malone London debuts WildWash dog shampoo

Jo Malone London has launched its first dog grooming product, a permanent Orange & Cedarwood Dog Shampoo developed with British pet care brand WildWash. The product costs £18 for a 285ml bottle and is available now on the brand's website and in its free-standing stores, with an exclusive retail listing at John Lewis & Partners.

Céline Roux, Vice President of Global Fragrance Development at Jo Malone London, told Cosmetics Business that the move into pet care was a natural progression for the brand. She explained that the brand, known for being present during personal and social moments, wanted to extend its offerings to include products for pet owners. This expansion into lifestyle products mirrors how sports fans follow their team's squad and fixtures as part of their weekly routine.

A Collaborative British Effort

The collaboration with WildWash was driven by shared values and expertise. Founded in 2013 by Andrew and Jane Cooper, WildWash is a cruelty-free British brand that developed its range after the founders' own dog, Missy, suffered from sensitive skin. The company holds B Corp and Ethical Accreditation status. Roux cited WildWash's attention to detail and care about the formulas as key reasons for the partnership, noting that Jo Malone London recognized its own limitations in formulating for pets and wanted to work with an expert.

She stated that it embodies a lot of the Jo Malone London DNA to work with a British brand, and highlighted the product's potential as a gift, aligning with the brand's gifting reputation.

Formula and Fragrance Focus

The shampoo's development took approximately one and a half years. It is formulated with naturally derived essential oils of orange and cedarwood, chosen for their benefits for canine skin and coats. Jane Cooper of WildWash explained the selection process, noting the team discussed many ingredients used in Jo Malone London fragrances before settling on this combination.

She noted that orange is amazing at dissolving dirt, so brilliant for cleansing, but it is also gentle enough to the skin and lovely for coat shine. Cedarwood is also good for dog coats and skin because it is very balancing, and for this product they chose a very mild cedarwood. The aim was to create a product suitable for all dogs, breeds, and skin types, much like how comprehensive stats provide a complete picture of performance.

Campaign and Packaging Details

The launch campaign features actor and brand ambassador Tom Hardy with his French bulldog, Blue. Blue has previously appeared with Hardy in campaigns for the brand's Cypress & Grapevine fragrance. The shampoo bottle features an illustration of one of four dog breeds, designed by Jo Malone London's in-house creative team.

An element of surprise is incorporated for online shoppers, as the specific breed illustration on their bottle will not be revealed until delivery. However, customers in physical stores can select their preferred design while stocks last.