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# Unconventional Floral Colognes
Jo Malone London's Wild Flowers & Weeds Takes Cues from the Unruly

By Laura McQuarrie | Published 2019-03-05 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/wildflowers-and-weeds
References: [harpersbazaar](https://www.harpersbazaar.com/uk/beauty/make-up-nails/g16758538/best-new-beauty-launches-march/) & [jomalone](https://www.jomalone.co.uk/jo-malone-london-wildflower-weeds)

Jo Malone London launched [Wild Flowers & Weeds](https://www.trendhunter.com/trends/scented-refillable-deodorant) as a limited-edition collection of scents that's different from the many floral fragrances that are frequently introduced to the market.

While there are [many fragrance brands](https://www.trendhunter.com/trends/the-olfactory-series-1-collection) that aim to capture the delicate perfection of a rose or the subtle citrus notes of neroli, this collection sets itself apart with "five unexpected scents" that take inspiration from some of the plants that line riverbanks that are unappreciated and often go overlooked. The new collection introduces unusual scents like Hemlock & Bergamot, Cade & Cedarwood and Nettle & Wild Achillea, which have the potential to satisfy one's desire to discover a new [floral fragrance for the spring](https://www.trendhunter.com/trends/flora-carnivora) but in a fresh and reinvented way.

## Trend Insights (Trend Hunter)

- Score: 3.6/10
- Popularity: 36% | Activity: 65% | Freshness: 8%
- Audience gender: 10% men, 90% women
- Primary generations: Millennial, Gen X
- Top markets: North America, Europe

## 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

- **Unconventional Floral Fragrances:** Exploring unique scents that deviate from traditional floral fragrances, offering consumers a fresh and reinvented experience.
- **Inspiration From Unexpected Sources:** Drawing inspiration from overlooked plants and riverbank foliage to create distinctive and intriguing fragrance collections.
- **Limited-edition Scent Collections:** Introducing limited-edition fragrance sets that feature unconventional floral scents, providing consumers with exclusive and unique options.

### Industries Being Reshaped

- **Fragrance and Perfume:** Opportunity for fragrance brands to innovate by deviating from traditional floral scents and exploring unique combinations.
- **Beauty and Cosmetics:** Creating distinctive and unconventional floral fragrances to cater to consumers seeking new and exciting scent experiences.
- **Luxury and Fashion:** Introducing limited-edition fragrance collections to appeal to consumers looking for exclusive and exclusive fragrance options.

## Related on Trend Hunter

- [Forgotten Flower Fragrances](https://www.trendhunter.com/trends/forgotten-flowers.md)
- [Subversive Floral Fragrances](https://www.trendhunter.com/trends/asop-aurner.md)
- [Expressive Individualistic Fragrances](https://www.trendhunter.com/trends/perfect-nonsense.md)
- [Desert Floral-Inspired Fragrances](https://www.trendhunter.com/trends/desert-floral.md)
- [Next-Gen Citrus Floral Fragrances](https://www.trendhunter.com/trends/florist-eau-de-parfum.md)
- [Urban Lilac Fragrances](https://www.trendhunter.com/trends/lilac-city.md)
- [Fresh Vegetal Fragrances](https://www.trendhunter.com/trends/vegetable-based-scents.md)
- [Leathery Rose Fragrances](https://www.trendhunter.com/trends/rose-whip-by-phlur.md)
- [Provocative Fall Fragrances](https://www.trendhunter.com/trends/borntostandout-fall-2024.md)