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Marc Jacobs’ Daisy garden is adding a new bloom.
This story first appeared in the June 27, 2014 issue of WWD. Subscribe Today.
Daisy Dream, the designer’s newest scent with fragrance licensee Coty Prestige, hits counters in July.
“I still have the same reaction every time I see my name on a perfume bottle,” Jacobs told WWD. “I’m always so excited and then I can’t wait to get it out there. We say the best test is the consumer.”
The original Daisy, which launched in 2007, has been a powerhouse pillar for the designer, and has given birth to several editions: 2011’s Daisy Eau So Fresh, 2013’s three-stockkeeping-unit Daisy Sunshine Editions and this year’s three-sku Daisy Delight editions. “The brand has stayed true to the spirit of the original and found new ways to articulate that to the customer,” noted Steve Mormoris, senior vice president of American fragrances for Coty Prestige.
For Daisy Dream, however, Jacobs wanted to create a more “ethereal, sophisticated version while still maintaining Daisy’s playful spirit.”
Jacobs started with the bottle, creating a silver-toned cap with an overlay of daisies, giving a lacy effect, and added that same pattern to the shoulders of the bottle. Next, he tinted the juice a pale blue, which evokes the sky and freedom, he said.
Next came the fruity floral, which Firmenich’s Alberto Morillas developed in collaboration with Jacobs and Ann Gottlieb. It opens with notes of blackberry, fresh grapefruit and pear; has a heart of jasmine, lychee and blue wisteria, and a base of white woods, musks and coconut water.
Eaux de toilette in three sizes — 1 oz. for $52, 1.7 oz. for $76 and 3.4 oz. for $94 — will be offered, as will a 5-oz. shower gel, $40, and a 5-oz. body lotion, $45. In the U.S., the scent will be available in about 3,000 department and specialty stores, including Bloomingdale’s and Sephora.
Jacobs also tapped longtime pal Sofia Coppola to direct Daisy Dream’s TV campaign, which features a free-spirited model cavorting in a field. “Sofia just gets it,” Jacobs said. “She understands the spirit of Daisy.” Print, which was shot by Juergen Teller, will begin breaking in August fashion, beauty and lifestyle magazines.
Coty also plans an extensive digital campaign. The centerpiece is an interactive element the brand calls the Dream Capsule, which allows users to create online collages of their hopes and dreams, said Lori Singer, group vice president of global marketing at Coty Prestige.
While all involved declined to discuss sales projections, industry sources estimated that Daisy Dream could do $100 million at retail globally in its first year on counter.
The designer is also adding to his color cosmetics collection with Sephora, and hopes to eventually branch into skin care, he said. “Designing beauty is very much like designing a collection — it’s just in a different medium,” said Jacobs. In addition to a number of new cosmetic sku’s, Jacobs tapped sixtysomething actress Jessica Lange for his Sephora cosmetics visual, a much-buzzed-about move. “I’m a big fan of [Jessica’s], and ever since I met her, I wanted to work with her again,” said Jacobs. “We did Edie Campbell for the first campaign, and when we started discussing this new campaign, I wanted to do something different. I think it’s important to come to expect what you don’t expect. Don’t get into a formula — you’ve got to be very instinctive. And it wasn’t an age thing [with Jessica] — it was me trusting my instincts about beauty in all forms. That is how we operate. And I’d hate for it to be contrived.”