• by Sarah Mahoney , 3 hours ago

Jo Malone London is introducing a new fragrance, called Sea Salt & Bergamot. While that’s not particularly newsy -- the scent powerhouse often rolls out several new blends each year -- Women’s Wear Daily reports that the company is also debuting the fragrance on the "Fortnite" game platform, in a two-week activation aiming to introduce the brand to a younger generation of beauty consumers.

The company, owned by Estee Lauder, announced details of the fragrance last week, describing it as similar to its beloved Wood Sage & Sea Salt, and building on the sea salt scents inspired by the British coast. A video ad, set to Shame’s “Water in the Well,” offers a playful take on the way the fragrance aims to capture what’s actually in the Celtic sea,

Jo Dancey, global brand president, told WWD that this launch -- the biggest of the year -- made sense as a trial run into gaming. "Gaming is a major cultural space for younger generations -- a place to connect, create and discover. Gaming platforms also help us connect with consumers who may not encounter the brand through traditional social media channels, making this both a creative first and an important part of our strategy to reach new audiences where they are."

The game, built with Chartris, will reportedly include cross-promotions with creators, including livestreams on "Fortnite," Instagram and TikTok.

Jo Malone, consistently one of Lauder’s stronger performers, is just the latest “older” brand to try its hand with the "Fortnite" crowd.

AnyRoad, an experiential marketing software company that works with such brands as Diageo and Ben & Jerry’s, says that brands like Popeyes, Crocs, and Balenciaga are seeing engagement rates through native integrations that are five times higher, with more than 10 million interactions, and sales lifts of up to three times higher.

And it reports that "Fortnite" itself, launched back in 2017, still has a massive hold on Gen Z. That demographic accounts for roughly 73% of players. The allure? For young adults stressed out from finances, the climate, and housing concerns, AnyRoad reports, the game offers more interaction than doomscrolling, reduces isolation and builds community.