Coty-licensed fragrance brand Marc Jacobs has hired a handful of consumers from a social media casting call to appear in its latest fragrance campaign.
The new Perfect fragrance for women is said to be inspired by Marc Jacobs’ ‘I am perfect as I am’ mantra and is described as ‘playful and unexpected’.
The campaign features a colourful collage of portraits and vignettes, and the words ‘Perfect As I Am’.
“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,” said 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.”
Appearing alongside the consumers, Marc Jacobs also hired models Lila Moss, the daughter of Kate Moss, Alek Wek, Akon Changkou and Mei Kawajiri, among others.
Fashion photographer Juergen Teller captured the images under the creative direction of Marc Jacobs adviser Katie Grand.
Coty’s President of Luxury Brands, Simon Cattaneo, added: “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.”
The fragrance’s bottle has been designed with a crystal-cut cap and features multicoloured charms, said to be selected by Jacobs.
The weighted glass base is inspired by the original perfume and the outer packaging gives a nod to vintage fragrance boxes.