{"id":82182,"date":"2025-09-04T17:05:16","date_gmt":"2025-09-04T16:05:16","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=82182"},"modified":"2025-09-04T17:05:16","modified_gmt":"2025-09-04T16:05:16","slug":"jo-malone-london-launches-scent-layering-uniquely-you-campaign","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/jo-malone-london-launches-scent-layering-uniquely-you-campaign\/","title":{"rendered":"Jo Malone London launches ‘Scent Layering, Uniquely You’ campaign"},"content":{"rendered":"

India Amarteifio (pronounced Ah-mar-tay-fee-oh), the 23-year-old British actress who rose to fame playing the young Queen Charlotte in Netflix\u2019s Bridgerton prequel Queen Charlotte: A Bridgerton Story and is regularly touted as the one to watch, is the face of Jo Malone London’s new campaign on Scent Layering, Uniquely You.<\/p>\n

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\u2018Authenticity, to me, is very, very important,\u2019<\/em> she says, emphatically, when asked why she chose to align with the illustrious British fragrance house. \u2018I need to believe in the brand and believe in the people because it’s not \u2028just about the product that is being created \u2013 which I love \u2013 but also how the brand or the product is helping people. So, when I met the team, the connection was instantaneous.\u2019 Breaking into a smile, she says, \u2018I feel \u2028very grateful that they have also seen that in me.\u2019<\/em><\/p>\n

For C\u00e9line Roux, the Global Head Of Fragrance at Jo Malone London, the sentiments laid out by India not only resonate, they are mutual. \u2018You know when you have an instinct when you meet someone?\u2019 asks C\u00e9line, in response to the choice of the British Ghanaian actress as Jo Malone London\u2019s newest ambassador. \u2018She is really switched on. And,\u2019 <\/em>continues C\u00e9line enthusiastically, \u2018she has a keen interest in fragrance.\u2019<\/em><\/p>\n

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India\u2019s interest in scent goes way back. \u2018At school, I used to be the class monitor. I had to make sure everyone had their bags and their jumpers and their snacks and things. I would smell people’s jumpers and then give them back to them \u2013 I could tell which jumper belonged to who simply by its scent.\u2019<\/em> She also recalls another childhood memory which serendipitously centres around Jo Malone London. \u200a\u2018When I was around seven, our family used to know a lady who worked at Duty Free and one Christmas she brought us back tiny samples of all the Jo Malone London scents. I remember, I opened the bag and was like, \u201cOh my gosh, look at all these scents\u201d and I literally put every single one of them on. All at once,\u2019<\/em> she laughs, recalling the experience. Seeing as she is now the ambassador of the brand\u2019s Scent Layering campaign, one could argue her latest role was long in the making.<\/p>\n

Born to a Ghanaian father and a German-British mother and raised in south west London with her sister, India describes her childhood as \u2018pretty normal\u2019. There were little signs of \u2013 or desire for \u2013 the stardom that beckoned. Hitting nine, however, proved to be a turning point. \u2018I had entered a few small competitions in the area and I think the adrenaline from that kicked in. I wanted to do more and began working professionally in the West End performing in huge shows such as The Lion King and Matilda.\u2019<\/em> \u2028It wasn\u2019t something than ran in the family. It was, says the actress, \u2018not \u2028even an option or a choice. It kind of just happened. But it doesn’t feel like \u2028I would be doing anything else.\u2019<\/em><\/p>\n

That said, it took years before she really found a blueprint of an acting career that she could be truly inspired by. \u2018To be really candid, there were no people who looked like me in the areas that I was going for. There were no roles written for people who were remotely similar to me. Also, I didn’t come from this industry. So not having the connections from that age, \u2028you have to build them.\u2019<\/em> While she now cites the likes of Taylor Russell \u2028and Zendaya as modern day inspirations, she was always clear on wanting to forge her own path. \u2018I always just loved what I did and so in many ways, \u2028I wasn\u2019t trying to fill any shoes. I wasn\u2019t trying to be the next so-and-so. \u2028I was just doing my own thing, and as I got older, the industry began to change and become enlightened to the fact that there isn\u2019t just one look \u2028for this industry. That\u2019s when I started to get roles that were not just playing someone\u2019s daughter, or best friend. It was a multilayered, multihyphenated character with a backstory and her own family and her own ambitions and goals outside of her race and her gender\u2026\u2019<\/em><\/p>\n

\u2018I 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\u2019<\/em><\/p>\n