How should Jo Malone take on gender inequality while appealing to a parent? Research from the University of Bath states that “mothers handle 71% of household tasks that require mental effort.” The project draws a parallel between caregiving and fragrance—both invisible, yet deeply felt.

In collaboration with The Fawcett Society, the UK’s leading gender equality charity, each bottle is styled after a caregiving moment and reimagined as a symbolic child, giving unseen parental labour a tangible, sensory presence.