Jo Malone Drops into Fortnite with Sea Salt & Bergamot Scent

In the world of marketing, audiences may think they have seen products advertised in every way possible. Jo Malone London, owned by Estée Lauder, is proving this couldn’t be further from the truth. 

The campaign for its new Sea Salt & Bergamot fragrance is being driven by Jo Malone’s debut in Fortnite, one of the biggest video games worldwide.

It seems an interesting partnership, a perfume brand teaming up with a video game, but for Jo Dancey, it makes sense. Jo Malone’s Global Brand President comments: “The decision to break into the gaming market follows Jo Malone London noticing the significant change in how people are finding and buying new scents.”

Jo Malone’s new fragrance washes up to gaming shores

Fortnite Creative’s Minigame Box Player versus Player (PvP) map will be promoting the new fragrance over the next two weeks through digitally adapted models of the perfume bottle.

Placed across the interactive map, this partnership aims to target a younger, fresher audience who may be unfamiliar with Jo Malone. 

The strategy is simple – deliberately plant the scent where younger generations are looking and push the fragrance, even if it is in-game.

For a brand that releases several different scents every year, the decision to particularly pair the Sea Salt & Bergamot fragrance with Fortnite’s advertising must be deliberate, right?

Jo confirms this, saying: “As our largest launch of the year, it felt like a natural choice for our first gaming activation. The scent’s immersive and adventurous story translated seamlessly into the game.”

Gaming is becoming the go-to for marketing reach 

The world is becoming increasingly digital-first and brands such as Jo Malone are required to get up to speed quickly in order to maintain visibility.

As more companies are looking to open its awareness to younger generations, many are taking to gaming platforms to push a product or service.

Fortnite has been the main pillar for this opportunity, alongside the gaming platform Roblox, known for its primarily younger demographic.

Jo Malone’s fragrance campaign reflects a larger industry shift. Video games now have higher importance for brand advertising due to the medium’s largely untapped audience. New technology and partnerships have made it easier than ever before to integrate brands into popular games.

One of the many older brands trying new methods, Jo Malone’s experimental approach could result in heightened brand awareness and new engagement strategies.

Jo adds: “Gaming is a major cultural space for younger generations – a place to connect, create and discover. Gaming platforms also help us connect with consumers who may not encounter the brand through traditional social media channels, making this both a creative first and important part of our strategy to reach new audiences where they are.” 

This trial activation is just the beginning as Jo Malone attempts to reshape its marketing strategies. The reception from this campaign will impact how the brand engages with consumers in the future and could open a new market segment.

Who are Jo Malone’s biggest partners?

Pinterest

Jo Malone London partners with Pinterest to power "Beauty Reimagined," reshaping how customers discover fragrance. Rather than relying solely on traditional advertising, the collaboration uses Pinterest's visual-search platform to build a model for emotionally driven commerce, connecting scent storytelling with consumer intent. It reflects the brand's wider strategy of meeting younger, digitally native audiences on platforms where product discovery increasingly begins with imagery rather than search. 

Boots

Jo Malone London expanded into Boots in August 2026, launching across 39 UK stores and boots.com — its widest domestic retail footprint yet. The rollout includes classic scents like Lime Basil & Mandarin and English Pear & Freesia, alongside new launch Sea Salt & Bergamot. Driven by strong customer demand and rising luxury fragrance sales at Boots, the partnership marks a milestone in the retailer's beauty transformation strategy. 

Unicef

Jo Malone London has partnered with UNICEF since 2022, committing $4.5 million toward its mental health work, including a $1 million donation and $3.5 million raised through candle sales, checkout donations, and employee fundraising. The brand is also a strategic member of UNICEF's Global Coalition for Youth Mental Health, working to reduce stigma, boost funding, and improve workplace mental-health practices globally.