12 min
How a tiny perfume company used psychology to take over the world Choice Hacking
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- Marketing
Jo Malone, a popular British perfume brand (also the name of its founder), wanted to crack the lucrative U.S. market.
These days, Jo Malone is a part of the $52B beauty conglomerate Estée Lauder.
But when it first tried to expand into the U.S. it was… a cult brand to put it politely. And they had the marketing budget to match:
Zero.
But Jo Malone managed to turn that true $0 marketing budget into an asset that catapulted the brand into the world’s most exclusive department stores - like Bergdorf’s in New York and Harrod’s in London.
And that growth didn’t happen by accident.
It was down to deeply understanding customers and using behavioral science and psychology - consciously or not - to get people buying.
Join me (Jen Clinehens) today as I unpack the psychology behind Jo Malone's massive success.
Jo Malone, a popular British perfume brand (also the name of its founder), wanted to crack the lucrative U.S. market.
These days, Jo Malone is a part of the $52B beauty conglomerate Estée Lauder.
But when it first tried to expand into the U.S. it was… a cult brand to put it politely. And they had the marketing budget to match:
Zero.
But Jo Malone managed to turn that true $0 marketing budget into an asset that catapulted the brand into the world’s most exclusive department stores - like Bergdorf’s in New York and Harrod’s in London.
And that growth didn’t happen by accident.
It was down to deeply understanding customers and using behavioral science and psychology - consciously or not - to get people buying.
Join me (Jen Clinehens) today as I unpack the psychology behind Jo Malone's massive success.
12 min