Marc Jacobs Fragrances Releases New Global Daisy Advertising Campaign Featuring Internationally-Acclaimed Model Kaia Gerber
April 13th, 2017
NEW YORK, NY– On March 31, Marc Jacobs International and Marc Jacobs Fragrances, a division of Coty Inc. [NYSE: Coty], announced that model Kaia Gerber will star in the new worldwide advertising campaign for the brand’s iconic women’s fragrance, Daisy Marc Jacobs, which will debut globally in April 2017.
For ten years, Daisy Marc Jacobs has won hearts around the world with an effortless charm and youthful elegance. This spring, the new campaign stays true to Daisy’s core values of optimism, femininity, and a youthful free spirit.
Shot on location in Los Angeles, California, in a beautiful meadow of wild daisies, the advertising is captured entirely on 16mm film for a candid and imperfect effect. The documentary-style imagery features Kaia from a first person point of view as she shares carefree moments alongside fellow models Sofia Mechetner and Dilia Martins in an ethereal countryside under blue skies. Renowned fashion photographer Alasdair McLellan shot and directed the campaign with creative direction by Katie Grand and art direction by David James and the DJA agency. The television campaign features the track “Dream Baby Dream” by the London band, Suicide.
I’m thrilled to be the face of Daisy Marc Jacobs- the campaign is playful and light-spirited and that is exactly the way I feel most days.” said Gerber. “This is my first global fragrance campaign, and I am honored it is with Marc Jacobs, an iconic brand I have known and loved for as long as I can remember.”
“Daisy Marc Jacobs is a major franchise within the house’s portfolio, and this new campaign further establishes Daisy as a timeless interpretation of youthful sprit,” said Renaud Salmon, Vice President of Global Marketing, Marc Jacobs Fragrances, Coty Inc. “We are excited to work with Kaia on the campaign as she perfectly embodies the confident, free-spirited Daisy girl.”
The print and television campaign will go live globally in April, and will subsequently enter the digital space with exclusive content that will reveal more of the Daisy story via both Kaia’s and Marc Jacobs’ social media channels and in partnership with social influencers around the world.
The Daisy Marc Jacobs fragrance originally launched in 2007 and embodies the essence of the Daisy girl who wears it: Timeless, yet young-at-heart, with main notes of wild berries, white violet, jasmine infusion, and sandalwood. The scent was created by master perfumer Alberto Morillas of fragrance house Firmenich.
About Kaia Gerber
Kaia Gerber, 15, is an American model and daughter of supermodel Cindy Crawford and entertainment businessman Rande Gerber. In 2016 she won 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, menswear, accessories, kidswear, jewelry, watches, and fragrances. Started in 1986 with business partner Robert Duffy, 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 Inc. is one of the world’s largest beauty companies with approximately $9 billion in 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 – Coty Consumer Beauty, which is focused on color cosmetics, retail hair coloring and styling products, body care and mass fragrances sold primarily in the mass retail channels with brands such as CoverGirl, max factor and Rimmel; Coty Luxury, which is focused on prestige fragrances and skincare with brands such as Calvin Klein, Marc Jacobs, Hugo Boss, Gucci and philosophy; and Coty 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 approximately 20,000 colleagues globally and its products are sold in over 130 countries. Coty and its brands are committed to a range of social causes as well as seeking to minimize its impact on the environment.