SCENT APPEAL - Tom Hardy talks cologne

Actor Tom Hardy has recently taken on the role of ambassador for Jo Malone London's Cypress & Grapevine Cologne Intense. Here he talks about the collaboration:

Tell us why you decided to work with Jo Malone London.
I don't usually get involved in commercials and adverts because I prefer acting and playing different characters. However, Jo Malone London initially reached out about a collaboration due to my affiliation with a charity that I am a trustee of called REORG, which uses Brazilian Jiujitsu and CrossFit to support mental health and physical well-being for veterans, serving military and first responders.

We collectively share a mutual desire to give back and make a difference where it counts, so partnering with them was a lovely blend of alchemies and shared intentions. It went beyond simply being a brand spokesperson, so that was the real draw. There was a real affinity from the start. They were also wonderful, creative collaborators, and it was a real privilege to combine creativity and philanthropic pursuits to create something really special.

Cypress & Grapevine Cologne Intense is the hero scent behind Jo Malone London's campaign. What were your first impressions of the scent?
I realise I am the ambassador for Cypress & Grapevine Cologne Intense, but what are the chances of it actually being utterly divine? It's extremely rare. But it actually is! I'm funny about fragrance; I can't just buy it off the shelf. I'm not really that way inclined. I think that a good fragrance has to exist without being overbearing and have an assimilation to the human being that is wearing it. To me, Cypress & Grapevine Cologne Intense has this wonderful classic, vintage and earthy scent. A lot of people who have smelled it on me have asked what it is. Even my 16-year-old grabbed my bottle, so even the kids like it!

How important is scent to you?
Tell us about some of your scent memories. I think smell and scent are the precursors to understanding a room or where you are in
space and time. I have a palette of memories that are evoked by smells.

From the smell of the forearms of my mother and father to a dusty pillow to a dry barn in the sunshine. Smells can be nostalgic; they can influence the atmosphere; they can manipulate, conjure and change the dynamic of an experience very quickly without being seen. So, scent is a very interesting medium, like music, that can change and affect an environment.

Has anything surprised you since becoming an ambassador?
I've been impressed with how Jo Malone London wanted to do things properly, something that was important to me. Also, ever since I've been working with Jo Malone London, I've realised how many people have asked if I can give them things. It used to be about T-shirts and selfies; now it's about candles and fragrances.

Finally, like us, we know you're a big fan of dogs. Where did your love of dogs come from?
My grandad, Ray. He had a dog named Louie. When I was little, I always wanted to cuddle up to Louie and he had none of it because he was my grandad's dog. I used to look at the way grandad and his dog were; I didn't have any brothers or sisters, and I wanted someone to hang out with me like that so I would always have a companion. The dog is a very interesting creature. They are all heart and very honest. Pure, unconditional love. I wish I could be simple like that.

We take it you would be keen on a dog grooming range then?
I think it's an absolute essential to have a dog grooming range! I would head up any design opportunity to get involved in that! Kennel spray! That would be great. Sign me up, and my dog Blue. Which is perfect because French Bulldogs snore and fart, so scented things for Blue are ideal.

To find out more, visit www.jomalone.co.uk