Marc Jacobs Fragrances Introduces New Women’s Fragrance “Daisy Love Marc Jacobs” & Global Campaign Featuring Internatio...
April 03 2018 - 10:23AM
Business Wire
Marc Jacobs International and Marc Jacobs Fragrances, a division
of Coty Inc. (NYSE:Coty), announced today that for the first time
in over four years, the brand will be introducing a new fragrance
line into the Daisy Marc Jacobs franchise, Daisy Love Marc
Jacobs; which will debut globally in April 2018.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20180403005976/en/
Addictive and irresistible, introducing
Daisy Love, the new fragrance from Marc Jacobs Fragrances featuring
Kaia Gerber, Aube Jolicoeur and Faith Lynch. (Image Credit: © 2018
Alasdair McLellan)
The new Daisy Love Marc Jacobs global advertising campaign will
feature model Kaia Gerber in her continued partnership with
the brand. Shot entirely on film by celebrated British fashion
photographer Alasdair McLellan, the imagery captures Kaia
alongside models Aube Jolicoeur and Faith Lynch as
they revel beneath the golden sun on a dreamy California beach.
Shot on location in Ranchos Palos Verde, California the Daisy
Love print and television campaign transports Daisy’s beloved
universe from verdant fields to a sun-drenched shore where the
iconic Daisy story of friendship, love, and sisterhood continues.
Creative direction was given by Katie Grand, and the
television campaign features the track “Teen Age Riot” by Sonic
Youth.
“I’m excited to continue working with Marc Jacobs Fragrances for
the Daisy Love campaign,” said Kaia Gerber. “This time the campaign
takes the carefree spirit of Daisy to the beach; which very much
resonates with my personality, lifestyle, and my inner Daisy
girl.”
Daisy Love Marc Jacobs, the first-ever radiant gourmand
fragrance, is undeniably feminine with a youthful yet sophisticated
composition. Daisy Love evokes the bliss of watching the sun
reflect on the ocean under clear blue skies with notes of bright
crystallized cloudberries, solar yet creamy daisy tree petals, and
a warm blend of cashmere musks and driftwood. The scent was created
by master perfumer and long-time Marc Jacobs Fragrances
collaborator Alberto Morillas of fragrance house
Firmenich.
“This past year we have focused on growing the Daisy franchise
to be a major player in the industry,” said Simona Cattaneo,
CMO of COTY Luxury. “Now, as we continue growing our partnership
with Kaia Gerber, is the time to introduce an entirely new sister
fragrance into the Daisy franchise. It fits nicely into our
strategy as we expand our digital footprint and put an enhanced
focus on influencer marketing.”
As the print and television campaign goes live globally in
April, the brand will reveal exclusive Daisy Love digital assets on
@marcjacobsfragrances and @marcjacobs Instagram accounts with
supporting social content from global influencer partners.
About Kaia Gerber
Kaia Gerber, 16, is an American model and daughter of supermodel
Cindy Crawford and entertainment businessman Rande
Gerber. In 2016, she won the Breakthrough Model of the Year
Award at the Daily Front Row fashion media Awards. Known for her
uncanny resemblance to her mother, Ms. Gerber signed with IMG
models at the age of 13 and has appeared in publications such as
Vogue, Teen Vogue, and CR Fashion Book. She is also currently the
face of Marc Jacobs Beauty.
About Marc Jacobs
Marc Jacobs is a global brand that produces womenswear,
accessories, kidswear, jewelry, watches, and fragrances. Started in
1986, Jacobs is one of the most celebrated American designers to
date. Marc Jacobs International is committed to giving back to the
communities where they have stores and beyond. They have been
involved with hundreds of charities worldwide and the ongoing
support of many of these charitable projects—as well as new
collaborations—continues to be a top priority.
About COTY Inc.
Coty is one of the world’s largest beauty companies with
approximately $9 billion in pro forma revenue, with a purpose to
celebrate and liberate the diversity of consumers’ beauty. Its
strong entrepreneurial heritage has created an iconic portfolio of
leading beauty brands. Coty is the global leader in fragrance, a
strong number two in professional salon hair color & styling,
and number three in color cosmetics. Coty operates three divisions
- Consumer Beauty, which is focused on mass color cosmetics, mass
retail hair coloring and styling products, body care and mass
fragrances with brands such as COVERGIRL, Max Factor and Rimmel;
Luxury, which is focused on prestige fragrances and skincare with
brands such as Calvin Klein, Marc Jacobs, Hugo Boss, Gucci and
philosophy; and Professional Beauty, which is focused on servicing
salon owners and professionals in both hair and nail, with brands
such as Wella Professionals, Sebastian Professional, OPI and ghd.
Coty has over 20,000 colleagues globally and its products are sold
in over 150 countries. Coty and its brands are committed to a range
of social causes as well as seeking to minimize its impact on the
environment. For additional information about Coty Inc., please
visit www.coty.com.
Editorial Credit: Daisy Love Marc Jacobs
Social Media: #MJDaisy #DaisyLove,
marcjacobsfragrances.com, facebook.com/marcjacobsfragrances,
instagram.com/marcjacobsfragrances
TVC: https://www.youtube.com/watch?v=ig_UbA5HBWI
View source
version on businesswire.com: https://www.businesswire.com/news/home/20180403005976/en/
Marc Jacobs Inc.Michael Ariano, 646 880 2265Global
Director Public Relationsm.ariano@marcjacobs.comorCoty
Inc.Ariel Dunne, 212 389 3653Senior Director Global Public
Relationsariel_dunne@cotyinc.com
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