# Fragrance Layering Campaigns Jo Malone London Uniquely You Helps Gen Z with Scent Layering By Laura McQuarrie | Published 2025-09-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/jo-malone-london-uniquely-you References: [cosmeticsbusiness](https://cosmeticsbusiness.com/jo-malone-london-taps-india-amarteifio-as-ambassador) & [jomalone](https://www.jomalone.co.uk/india-amarteifio-scent-layering)  A new generation of fragrance fans is leaving behind the idea of a single signature scent, and the [Jo Malone](https://www.trendhunter.com/trends/zara-jo-malone) [London](https://www.trendhunter.com/trends/tiny-chef-and-jo-malone-london) Uniquely You campaign speaks to those who want to layer blends for in-the-moment expression, flexibility, and a more personal, ever-evolving identity. For Gen Z, fragrance is a form of self-expression, not conformity, and they use [scent layering](https://www.trendhunter.com/trends/fragrance-layering-mists) to create something totally their own, rejecting the idea of wearing a fragrance “as intended.” Bridgerton star India Amarteifio is the star of Uniquely You, which positions the iconic fragrance brand's hero scents as enticing options for younger audiences to mix, match and play with. "I layer Pomegranate Noir with Grapefruit. Then sometimes when I want something that feels like a hug, I will wear Myrrh & Tonka and also add Grapefruit which gives an added freshness," said Amarteifio." ## Trend Insights (Trend Hunter) - Score: 7.1/10 - Popularity: 77% | Activity: 87% | Freshness: 50% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Personalized Fragrance Blending:** Fragrance enthusiasts are embracing the art of scent layering to create custom blends that reflect their unique identities and personalities beyond the traditional single signature scent. - **Flexibility in Fragrance Use:** Creating fragrances that support in-the-moment expression offers opportunities for brands to engage with consumers seeking flexibility and personalization in their scent experiences. - **Influencer-driven Scent Choices:** Celebrities and influencers are driving fragrance trends by endorsing personalized scent combinations, influencing consumer preferences and encouraging experimentation with scent layering. ### Industries Being Reshaped - **Beauty and Personal Care:** The rise of fragrance layering is reshaping the beauty industry, emphasizing customization and enabling consumers to craft bespoke olfactory experiences. - **Luxury Goods:** Luxury brands have the opportunity to innovate by offering scent layering services and products that cater to consumers' desires for personalized and versatile fragrance creations. - **Retail and E-commerce:** Retailers can capitalize on the scent layering trend by creating forums or platforms for consumers to share their unique blends, thus fostering community and engagement. ## Related on Trend Hunter - [Made-to-Mix Fragrances](https://www.trendhunter.com/trends/the-fragrance-bar.md) - [Layerable Fragrance Collections](https://www.trendhunter.com/trends/bath-body-works-blend-bar.md) - [Personalized Fragrance Enhancers](https://www.trendhunter.com/trends/layer-plus-by-skins.md) - [Inclusive Fragrance Campaigns](https://www.trendhunter.com/trends/where-will-they-take-you.md) - [Sensorial Beauty Brands](https://www.trendhunter.com/trends/playful-fragrances.md) - [Youth-Friendly Non-Irritating Fragrances](https://www.trendhunter.com/trends/everedens-new-scent-category.md) - [Luxurious Perfume Campaigns](https://www.trendhunter.com/trends/art-of-perfuming.md) - [Multifaceted Personal Fragrances](https://www.trendhunter.com/trends/hm-beauty-fragrance.md) - [Mix-and-Match Cosmetic Campaigns](https://www.trendhunter.com/trends/eos-just-make-scents.md)