Marc Jacobs Fragrances Announces New Fragrance Perfect Marc Jacobs That Celebrates Self-love, Authenticity, and Individuality
Marc Jacobs International and Marc Jacobs Fragrances, a division of Coty Inc. [NYSE: Coty], today revealed the launch of the brand’s latest women’s fragrance, Perfect Marc Jacobs. An expression of optimism and originality, Perfect Marc Jacobs is a playful and unexpected new scent, inspired by Marc Jacobs’ personal mantra: “I am perfect as I am,” and is brought to life through a global advertising campaign that was created with an inclusive cast of 42 individuals, partly scouted through an open social media casting call.
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Perfect Marc Jacobs Campaign Featuring Lila Moss, shot by Juergen Teller
“I tattooed ‘perfect’ on my wrist to remind me that, when I’m looking at myself and wishing I could be stronger in this way or better at that thing, I can just say no, I’m exactly how I need to be right now,” says Marc Jacobs. “My new fragrance, Perfect, was inspired by my belief that we are all perfect as we are, which is expressed in the campaign through each of our amazing cast members.”
The Perfect Marc Jacobs campaign is a colorful collage of portraits and vignettes, with cast members proclaiming, “I am perfect as I am.” Shot by world-renowned fashion photographer Juergen Teller, with creative direction by Katie Grand, the campaign features models Lila Moss, daughter of supermodel Kate Moss, Alek Wek, Akon Changkou, Mei Kawajiri, twins Margo and Madelyn Whitley, and talent hand-picked through the open social media casting call, including Isold Halldoruttir and Nathali Turner, among many others. To honor the Perfect values of self-expression, the cast was invited to select and style their own wardrobe using a mix of Marc Jacobs collection pieces and curated vintage finds.
“It was an incredible experience shooting the Perfect Marc Jacobs campaign alongside the full cast,” says Lila Moss. “I absolutely adore the fragrance and the bottle, and I’m so honored and excited to be a part of a campaign with such an important message of self-love and self-acceptance.”
Modern, bright, and feminine, Perfect Marc Jacobs is a comforting floral scent with an addictive quality. Created by perfumer Domitille Michalon-Bertier of IFF, the juice is an unconventional yet harmonious clash of fresh floral and calming smooth accords. The fragrance opens with juicy notes of rhubarb and bright daffodil that reveal a comforting heart of almond milk. At the base, cedarwood and cashmeran impart a soft dry down for a cocooning finish.