Sometimes the best ideas are the ones you don’t really have a plan for.
Almost three years ago, we launched our very first Secret Scent, LOVE. There was no grand strategy behind it. No master plan for a Secret Scent Club, a secret shop or what would eventually become six different scents.
It was really just one of those “let’s give this a go and see what happens” JoJo Co. moments.
And somehow, here we are.
A little idea that became a JoJo thing
Secret Scent has genuinely become one of my favourite parts of JoJo Co.
I love the secrecy beforehand. I love watching you all guess what it might be. I love seeing which scent completely takes off — and then getting the messages months later asking when on earth we’re bringing it back.
And I think that’s what I love most about running a small business.
Not everything has to begin with a massive plan. Sometimes you try something because it feels right, listen to your customers, tweak things as you go and suddenly that little idea has become something really special.
Secret Scent is definitely one of those.
And now there are SIX…
Tomorrow we launch Secret Scent No. 6.
We’ve kept the name, the label and the full scent under wraps - but I can tell you that we wanted this one to feel like the ultimate autumn scent.
Warm. Cosy. A little spicy. Made for darker evenings, lamps on and that first proper chill in the Scottish air.
And, after last week’s confession, you already know what it definitely doesn’t smell like… 😂
This one has had a completely new look too, and I am SO ready to finally show you.
But we’re not just launching No. 6…
All six Secret Scents will be together in the Secret Scent Shop this weekend!
LOVE. Palo Santo. Eden. Beach. Dark Nights. And our brand-new No. 6.
Some you might remember. Some you might have completely missed. And there might be one you’ve been asking us to bring back for ages.
We’ve made more stock than ever. We’ve looked at previous launches. We’ve tried to be sensible.
But Secret Scents have a habit of surprising us.
So, this Friday, we do it all again.
Six Secret Scents. One Secret Scent Shop. One weekend.
And another slightly-made-up-as-we-went-along JoJo Co. idea that turned into something pretty special.
That, really, is what we’re all about.
Jo x
