Beauty Packaging Staff08.20.20
Marc Jacobs International and Marc Jacobs Fragrances, a division of Coty Inc., recently launched the new fragrance Perfect Marc Jacobs.
The new scent is inspired by Marc Jacobs’ personal mantra: “I am perfect as I am” -- and the fashion designer has a tattoo of the word 'perfect' on his wrist. Jacobs says in a statement, "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.”
Simona Cattaneo, president, Coty Luxury Brands, said, “We are excited to collaborate with Marc Jacobs to bring his unique, creative vision, and inspiring message of self-love and authenticity to life with the launch of Perfect Marc Jacobs. Like the campaign, this new, unconventional fragrance finds beauty in its diversity and inclusivity, which we believe will resonate on a global scale to become a new icon within the portfolio.”
An Unusual Package -- and Development Process
Jacobs tells Harper's Bazaar that the development process was unusual because it began with the name, followed by the bottle design, and then the scent. The elegant, weighted glass bottle has domed shoulders and a gilded collar.
The crystal-cut cap features an eclectic, multicolored blend of charms -- selected by Jacobs. After a video chat with Jacobs, Harper's Bazaar describes the cap, saying, "There’s a bow, a high heel, a lucky domino, and a shiny star balloon, to name a few. It’s a clear play on the quirky contrast between serious, eclectic, and ladylike elements—a signature of Jacobs's work."
Even the carton (shown above) is unique. Designed as "an ode to vintage fragrance boxes," it features an original pastel-colored illustration of the Perfect bottle from New York based artist, Jacky Blue.
The Juice
Once the bottle was created, Jacobs enlisted the help of IFF perfumer Domitille Michalon-Bertier. Jacobs tells Harper's Bazaar that he asked the perfumer, 'What would you fill my fantasy with?' and says, "Somehow we got to a fragrance that we felt would come out of that bottle..."
Described as a "comforting floral," the juice is "an unconventional yet harmonious clash of fresh floral and calming smooth accords," Coty's press team states. The fragrance opens with juicy notes of rhubarb and bright daffodil, before revealing a comforting heart of almond milk. At the base, cedarwood and cashmeran impart a soft dry down.
The Ad Campaign
The global advertising campaign for Perfect Marc Jacobs is a colorful collage of portraits and vignettes starring 42 models -- partly scouted through an open social media casting call.
Shot by world-renowned fashion photographer Juergen Teller with creative direction by Katie Grand, the campaign features Lila Moss, daughter of supermodel Kate Moss -- plus, models Alek Wek, Akon Changkou, Mei Kawajiri, and twins, Margo and Madelyn Whitley. It also stars talent hand-picked through the open social media casting call, including sold Halldoruttir and Nathali Turner.
Lila Moss says, "I’m so honored and excited to be a part of a campaign with such an important message of self-love and self-acceptance.” Watch as Moss opens the video below stating, "I am perfect," as the cast repeats the mantra. Back in 2018, Kaia Gerber, Cindy Crawford and Randy Gerber' daughter, starred in Jacobs' mascara campaign.
The cast selected and styled their own wardrobe during the campaign shoot, using a mix of Marc Jacobs collection pieces and curated vintage finds. Jacobs says, “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.”
Vogue reports that the campaign reflects the change Jacobs hopes to see within the beauty and fragrance industries. Jacobs tells Vogue, "Within the system of fragrance, the idea of using these images or stories as aspiration is to open up the narrative. It’s reflecting change, [because] otherwise it’s just going to go back to the same old notion and formula.”
