Article Oct 21, 2016

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Karen Elson joins Jo Malone London empire

Jo Malone London has tapped Karen Elson as its new London Girl.

The perfume company named model Poppy Delevingne as its first ever face in April 2015 and on Thursday (20Oct16), the British beauty will host a dinner at Chateau Marmont in Los Angeles to welcome newcomer Karen to the brand.

Jo Malone London is currently the fastest-growing brand under Estee Lauder Companies Inc., with an expected $1 billion (£82 million) in retail sales in 2016 alone, and it’s said to be doubling in size every three years, according to industry experts.

John Demsey, executive group president Estee Lauder Cos. Inc., believes this massive growth is down to the brand embracing its “Britishness”, which will be boosted further by Karen’s involvement.

“It’s a content world,” he told WWD of how Karen and Poppy impact the brand’s strategy.

John also touched upon the difference between creative content for fragrance and make-up, noting the former is more of a challenge because the models aren’t “showing the before and afters or creating looks” in those campaigns.

Meanwhile Jean-Guillaume Trottier, global brand president of Jo Malone London, is optimistic about Karen and Poppy's positions, but has held off labeling them as “ambassadors” as he doesn’t feel the term fits the company.

Speaking about Poppy’s appointment last year (15), Jean-Guillaume explained to that her passion for Jo Malone London’s products was what made her the perfect candidate.

"Poppy is such a dedicated, vivacious character, with huge international appeal. As a long time Jo Malone London devotee, and true English rose, this feels like an incredibly natural appointment," he said. "Poppy's personality is infectious; she is a joy to be around and brings a sense of celebration to everything she does."