Jo Malone

The trick that turned a small British fragrance boutique into a global Estee Lauder brand was teaching every customer to wear two cents at the same time. Done right, it doubled the average basket. Jo Malone opened a skincare consultation room in London in 1983. She developed her first fragrance, Nutmeg and Ginger, in 1989 as a thank you gift for skincare clients and the requests to buy it turned into an accidental fragrance brand. The signature retail moment was a personal consultation where the counter staff would deliberately pair two fragrances on the customer's wrists and teach the concept of combining. Most fragrance shoppers buy one bottle at a time then wait three to six months before considering a new purchase. Jo Malone's combining ritual, marketed as fragrance combining, converted that single purchase pattern into a pair purchase pattern.