Jo Malone, a popular British perfume brand (also the name of its founder), wanted to crack the lucrative U.S. market. These days, Jo Malone is a part of the $52B beauty conglomerate Estée Lauder. But when it first tried to expand into the U.S. it was… a cult brand to put it politely. And they had the marketing budget to match: Zero. But Jo Malone managed to turn that true $0 marketing budget into an asset that catapulted the brand into the world’s most exclusive department stores - like Bergdorf’s in New York and Harrod’s in London. And that growth didn’t happen by accident. It was down to deeply understanding customers and using behavioral science and psychology - consciously or not - to get people buying. Join me (Jen Clinehens) today as I unpack the psychology behind Jo Malone's massive success.
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