Jo Malone London has been a cornerstone in British beauty exports since its inception in 1990. Indicative of the cool charm and complexity of the capital city, their sweet-smelling scents are a staple in many Londoner’s beauty routines. So when it came to debuting their magnetic new fragrance, the woody Cypress & Grapevine Cologne Intense, they knew that an equally quintessential British talent was the only choice to spearhead the campaign.
Enter, Tom Hardy. Assisting the British brand in unveiling the new fragrance, infused with the sumptuous notes of Cypress, Grapevine and Amber, the Oscar-nominated and London-born actor has become the latest ambassador to join the Jo Malone lineage. “I realise I am the ambassador for Cypress & Grapevine Cologne Intense, but what are the chances of it actually being utterly divine? It’s extremely rare. But it actually is! I’m funny about fragrance, I can’t just buy it off the shelf, I’m not really that way inclined. I think that a good fragrance has to exist without being overbearing and have an assimilation to the human being that is wearing it. To me, Cypress & Grapevine Cologne Intense has this wonderful classic, vintage and earthy scent. A lot of people who have smelt it on me have asked what it is. Even my 16-year-old grabbed my bottle, so even the kids like it,” Tom explains.
Seeing as his kids had awarded the scent their seal of approval, Tom decided to make this particular project an affair for the whole family. To direct the campaign’s accompanying video, The Exceptional And The Contradictory, the actor called upon renowned director Edward Berger and none other than his own father, Chips Hardy, to write its tale. A dip into London’s vibrant nightlife, see Tom take a trip through a typical evening in the city, as he encounters an array of charming characters attempting to journey home through its winding streets – a visual celebration of the diversity that makes up the fabric of London. So, in essence, Jo Malone and the Hardys have set out to rejoice in the British brilliance that lies at the heart of their home city. And, they’re certain that the party starts with a spritz of the Cypress & Grapevine Cologne Intense.