Coty and Marc Jacobs International have revealed a new global advertising campaign for the Daisy Marc Jacobs fragrance.
The campaign stars Kaia Gerber, who has reprised her role as the face of the brand. It was launched in March 2020 and is now featuring worldwide.
The campaign is set in a field of florals and was shot entirely on film by fashion photographer Alasdair McLellan, under the creative direction of stylist/art director Katie Grand.
Alongside Gerber, it also stars Models Adut Akech and Meghan Roche. The accompanying campaign film features the song ‘Cheree’ by New York-based band ‘Suicide.’
“The new campaign is a celebration of the core brand values of sisterhood and optimism” — Coty Vice President of Global Marketing Marc Jacobs Fragrances Erwan LeBerrigaud
Daisy Marc Jacobs was created by Firmenich Master Perfumer Alberto Morillas in 2007. It is described as a ‘radiant floral fragrance’ that offers wild berries and violet top notes, velvety jasmine heart notes, and dry sandalwood base notes. Over the last 13 years, Daisy Marc Jacobs has grown to be one of the brand’s most important fragrance pillars.
According to Coty Vice President of Global Marketing Marc Jacobs Fragrances Erwan LeBerrigaud, the new campaign is a joyful celebration of the spirit of Daisy Marc Jacobs. He said, “For over a decade, Daisy Marc Jacobs has captured hearts around the world with its charmingly simple yet elegant scent and has become a best-selling female fragrance.”
LeBerrigaud added, “The new campaign is a celebration of the core brand values of sisterhood and optimism. We are thrilled to continue working with Kaia, as she perfectly embodies the timeless, bright, and youthful spirit of Daisy.”
Kaia Gerber commented, “It’s so exciting to rejoin my Marc Jacobs Fragrances family for the new Daisy campaign. It was special to be back in the floral fields like in my first campaign. Daisy always makes me feel happy and full of joy. When I wear it, I am instantly transported to a blissful place.”
