Jo Malone London launches Dog Shampoo

Jo Malone London has launched a permanent dog shampoo, entering the pet grooming category for the first time. The Orange & Cedarwood Dog Shampoo was created in collaboration with the British pet care brand WildWash and costs £18 for a 285ml bottle.

According to Céline Roux, Vice President of Global Fragrance Development at Jo Malone London, the move into pet products is a natural extension for the brand. "For a long time we have been looking at dog products because we are all about the scented world," Roux told Cosmetics Business. She described the brand's presence in people's homes and its identity as a gifting company as reasons for the launch.

The product will be available on the Jo Malone London website and in its free-standing stores. It will also be sold as an exclusive item through the UK department store chain John Lewis & Partners.

A Collaborative Scented Formula

The shampoo's development took approximately eighteen months. It is formulated with naturally derived essential oils of orange and cedarwood, chosen for their benefits to canine skin and coat.

Jane Cooper, co-founder of WildWash, explained the selection process. The teams discussed ingredients used in Jo Malone London's fragrances and settled on this combination. Cooper stated that orange is effective at cleansing yet gentle, while the specific cedarwood used is mild and balancing for a dog's skin.

"These were ingredients that we felt would fit both brands, but that also come from nature, so a dog would be comfortable with them," Cooper said.

Campaign and Brand Alignment

The launch campaign features actor and brand ambassador Tom Hardy with his French bulldog, Blue. Roux emphasized the collaboration's alignment with the Jo Malone London identity, noting the partnership with a British brand and the cultural association of English people with a love of dogs.

WildWash was founded in 2013 by Andrew and Jane Cooper. The company is a B Corp and holds Ethical Accreditation, developed from the founders' need to create effective products for their own dog's sensitive skin.

Roux cited WildWash's meticulous approach to formulas as a key reason for the partnership. She acknowledged the brand's own expertise in human products but felt working with a pet specialist was essential to develop a correct product for dogs.

Packaging and Gifting Details

The shampoo bottle features an illustration of one of four dog breeds, designed by Jo Malone London's in-house creative team. For online orders, the specific design will be a surprise revealed upon delivery, intended to enhance the gifting experience. Customers can select a specific illustration when purchasing in-store, subject to availability.

Tom Hardy's dog Blue has previously appeared with him in marketing for the brand's Cypress & Grapevine fragrance.