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Jo Malone London Debuts Fortnite Game for Sea Salt & Bergamot Launch
Jo Malone London is entering gaming for the first time with a custom Fortnite experience to support the global debut of its Sea Salt & Bergamot cologne, aiming to connect with younger consumers.
The two-week Fortnite experience, which begins Monday, is designed to immerse players in the rugged British coastline and the energetic spirit of the sea. It marks the brand's first venture into gaming as it looks to expand its audience beyond traditional fragrance shoppers.
Jo Malone London has teamed up with Chartis, a company specializing in user-generated content games and media, to build the custom in-game world. The activation will be backed by a promotional push featuring gaming creators, livestreams and social content across Instagram, TikTok and Fortnite itself.
Jo Dancey, global brand president of Jo Malone London, said gaming has become a major cultural space for younger generations, offering a place to connect, create and discover. The move is part of a wider strategy by parent company Estée Lauder Co. to engage consumers across channels and experiences, leveraging technology and AI to encourage discovery.
Sea Salt & Bergamot is described as the brand's biggest fragrance launch of the year. The campaign aims to extend beyond gameplay and into broader digital culture, according to the company.