Marc Jacobs Fragrances Expands Digital Footprint Leveraging Influencer Marketing
For the first time in over four years, Marc Jacobs Fragrances, a division of Coty Inc, introduced a new fragrance line into the Daisy Marc Jacobs franchise, Daisy Love Marc Jacobs; which debuts globally this month.
The new Daisy Love 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 am excited to continue working with the brand for the Daisy Love campaign. 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,” said Kaia Gerber.
Daisy Love, a radiant gourmand fragrance, is undeniably feminine with a youthful yet sophisticated composition. It evokes the bliss of watching the sun reflect on the ocean under clear blue skies with notes of bright crystallised 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 brand 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. 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,” said Simona Cattaneo, CMO of COTY Luxury.