NEW YORK--(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.
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