Can You Bottle the Scent of the English Countryside?
Honeysuckle & Davana, Jo Malone London’s biggest fragrance launch this year, is what the brand calls “a happy new floral.” At its heart is honeysuckle, considered to have one of the sweetest scents of all British wildflowers. While it is a common flower in England, it isn’t a usual element in perfumes, making it unique and very British in a sense. The Jo Malone London twist, however, is exemplified by the addition of
One of the world’s most renowned noses, Anne Flipo, created the scent together with Jo Malone London's head of fragrance development Celine Roux. Flipo is a famous nose behind many of the world’s most recognized floral fragrances (including Jo Malone London’s super successful Basil & Neroli), and it’s no surprise that the brand tapped her once again for this special project. “This was the first time I’ve worked with honeysuckle. I was waiting for a big launch to work with it,” Flipo says.
What starts as what seems like a floral-feminine explosion dries down with quite a restraint—more fresh than heady, with a lingering scent of white flower and moss. “This scent carries a very joyful feeling and reminds me of a sunny, spring afternoon in a
Honeysuckle flowers at the fragrance's launch in the U.K.
Indeed, the perfume’s scent changes throughout the day, much like the special English flower at its heart. “We smelled [the honeysuckle flower] three times and it was different each time. We then learned that it was evolving in order to attract different butterflies and bees as the day goes on. By the end of the day, we wondered if it would evolve anymore, so we went back to at midnight to do it one more time. The scent had become more interesting over the course of the day. We added a chypre construction which really helped to convey the sensuality and warmth of honeysuckle after dark, and brought a third dimension to the scent in a very Jo Malone London way,” Roux explains.
Fragrance layering was made popular by Jo Malone London, with many of its colognes transparent enough to work well with another scent. We’d say Honeysuckle & Davana smells even more delightful when layered, almost becoming an entirely new fragrance. Our