Cologne Gaming Collabs

Jo Malone London Launched a Fragrance Activation in Fortnite

Jo Malone London's range of coastally inspired scents just grew to include the Sea Salt & Bergamot collection, and to promote it, the brand ventured into the gaming space for the first time with a fragrance activation in Fortnite. Highlighting the new Sea Salt & Bergamot Cologne, the gaming collaboration is set within Fortnite's Minigame Box Player versus Player mode, and invites players to explore a setting inspired by the wild waters of the British coast.

Knowing that the way consumers discover fragrance is changing, Jo Malone London sought to create an engaging way for newcomers to experience its brand beyond traditional social channels. Beyond the PvP game itself, the Jo Malone London activation in Fortnite is supported by a creator campaign featuring streamers and social media personalities across Instagram and TikTok.

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