In September 2025, Jo Malone London championed their Scent Layering philosophy with a new, innovative campaign and product offering, fronted by with British actor India Amarteifio.

Sitting at the heart of the JML philosophy, Scent Layering is a chance to express yourself in all your glory… Every Layer Tells A Story. Every cologne is a blend of carefully chosen ingredients made to combine with one another. To inspire Scent Layering experimentation, JML selected three colognes from its library, each with a distinct effect, that can be layered with a choice of fragrance to create a scent that is uniquely you.

The campaign invites you to layer your signature scent with Grapefruit, English Oak & Hazelnut and Peony & Blush Suede. These three Scent Layering combiners adapt your chosen cologne to suit your mood, the occasion or season. Add a twist of citrus with Grapefruit to start the day feeling uplifted and bright, bring an elegant edge to a fun night out with English Oak & Hazelnut’s burst of freshness and set the tone for feel-good days through to cosy nights in with Peony & Blush Suede’s layer of warmth.

Introduced easy ‘3 Step Method’

Disruptive Experiential Stunt – ‘Scent Layering Pod’ in London & Manchester