I had a little trip to the 'Big Smoke' last weekend to visit one of my closest & bestest friends, and we took the opportunity to have a look around Battersea Power Station (quite phenomenal btw. If you’re thinking about going, do!).

We were on a mini mission to get some new perfume for my bestie & popped into Jo Malone.

Clearly there was plenty of smelling & murmurs confirming or refuting fragrances, and then an option of sizes, etc.

Out of interest, I asked if the store offered refills (great sustainability practice when done the right way), something that had been offered in a previous store.

Without even thinking, the salesperson said “We don’t currently offer refills, and it’s something that we’re working towards as a company”.

A few important things here, imo…

- admission no refills offered - honesty & transparency ✅

- counterbalanced with assurance that it is being looked at company-wide (a much bigger action than just the odd product line, but also a much bigger job!) ✅

- clear communication has been distributed throughout the business, especially to the ‘front line’, so it’s clearly on the agenda ✅

- the quick response confirmed the reaction that I, as a customer, had expected in line with how the brand is portrayed (although I would now like to know some indication of timeline ?) - managing customer expectations ✅

A great example of a brand managing how to navigate sustainable practices, which aren’t always clear or easy, and ensuring brand reputation & value alignment.

Well done Jo Malone London, let’s hope plenty of others are following suit with their sustainability intentions & comms! ????????

#brandreputation#brandpresence#sustainablepractices#transparency#marketingcommunications#marketingtips