British lifestyle brand Jo Malone London will release its new fragrance, "Wood Sage & Sea Salt," on September 5th. Inspired by the coast of Dorset in southwest England, the new scent features a woody sage base, a top note of ambrette seeds (a type of plant in the hibiscus family) and a heart note of sea salt. "The sea, where the sounds of lapping waves and cries of seagulls gently echo, blends with the raw essence of nature: the air, the salty spray, and the minerals in the sand and rocks. Inspired by this flowerless beach, we've eliminated all florals and instead blended in dried English plums. This fragrance is a bold step for us," says Debbie Wilde, the brand's lifestyle director, who visited Japan for the launch.

Cologne (30ml/7,500 yen, 100ml/14,000 yen), home candle (200g/8,500 yen), and body crème (175ml/10,000 yen) will be released on September 5th, and body and hand wash (250ml/7,000 yen) will also be available in November.

At the launch event, Wilde demonstrated "fragrance combining," a tailor-made scent. She introduced how to layer refreshing wood sage and sea salt with sweeter scents such as lime basil and mandarin or nectarine blossom and honey to create a scent that is uniquely yours. "If you apply body crème first and then cologne on top, the scent will last longer," she said. Since its launch in 1994, Jo Malone London fragrances have enjoyed cult popularity as a luxury fragrance brand that symbolizes British style. They are currently sold in 34 countries around the world, and will celebrate their 6th anniversary in Japan this September. They have 8 stores in Japan and an online shop. They are overwhelmingly popular, ranking first in fragrance sales at the Isetan Shinjuku store.