Marc Jacobs is reaching for a new, younger fragrance customer who is as fresh as a daisy.
“We wanted to do something that had a youthful, fresh spirit,” Jacobs said of his scent, aptly called Daisy Marc Jacobs.Speaking during an exclusive phone interview Wednesday afternoon, he said, “Daisy is more youthful, while my gardenia and jasmine scents [Marc Jacobs for women and Blush Marc Jacobs, respectively] are more singular and definitely more ‘designer’ scents. I don’t want to say they’re older, but they’re more sophisticated.”
Daisy, due this August, takes style cues from Marc by Marc Jacobs, the designer’s diffusion line — but Jacobs is adamant that it isn’t a secondary fragrance.
“I don’t want to get too artsy about inspiration, but there is a sense memory, a reference, in fragrances,” said Jacobs. “Daisies don’t smell, but I wanted to evoke the feeling that you get when you see them — happy and youthful.”Daisy’s sunny positioning is well in line with Jacobs’ current view oflife. The designer just completed a stint in rehab and says he’s “on top of the world” at the moment.
“I feel very good,” he said. “I just got back to New York and I’m trying to get back into the gym and doing yoga. Lately, most days I’ve spent taking care of myself, but there’s a lot to do [in the office], and I’m ready to get it done.” Aside from a minor run-in with a glass door in his office, that is. Minutes before the interview, Jacobs — engrossed in other thoughts — walked straight into a sliding door and injured his nose. “Actually, when I’m not running into doors, I have a pretty good sense of smell,” he quipped.
That’s evident in Daisy, a sparkling floral created with Firmenich’s Alberto Morillas. The scent has top notes of wild strawberry, violet leaves and ruby red grapefruit; a heart of gardenia, violet petals and jasmine petals, and a drydown of musk, vanilla infusion and white woods. The collection includes eaux de toilette in two sizes, a 1.7-oz. bottle for $55 and 3.4-oz. version for $70; a 5-oz. body lotion for $32; a 5-oz. shower gel for $30, and a 5-oz. Velvet Body Butter for $35. Jacobs’ first scent, an eponymous floral juice with gardenia, was launched in September 2001. Its target market is women thirtysomething and up, noted Michael D’Arminio, vice president of global marketing for the Marc Jacobs and Vera Wang fragrance brands at Coty Prestige. D’Arminio believes that 18- to 24-year-olds will be the “sweet spot” for Daisy.
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