Marc Jacobs is launching a fresh take on its Decadence fragrance, Marc Jacobs Decadence Eau So Decadent.
“Decadence expresses a freedom of women to live and feel their sexiness, but also to live with excess,” said Nathalie Durán, senior vice president of Coty Luxury. “We wanted to explore this freedom to indulge and share together with girlfriends the pleasure of this excess.”
That concept is addressed in an advertising campaign that sharply deviates from those of the prior Decadence fragrances, which featured Adriana Lima as the face. For Eau So Decadent, the brand tapped Alasdair McLellan to shoot a trio of models: Kim Turnbull, Issy Boreman and Kesewa Aboah. The idea is that decadence can be shared among friends.
“You could indulge yourself for yourself, but here, it’s even more fun when you do it with your friends,” said Duran.
The advertising campaign will be primarily digital, but will have print magazine ads and some television advertising as well, according to Renaud Salmon, vice president of marketing at Coty Luxury.
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The fragrance features a blend of fruits and florals with a white amber base that is meant to be more “luminous” than the prior blends, according to Salmon.
“We wanted to keep that character [of the original Decadence] but make it more luminous — bring a different modernity to it,” he said. “Instead of only looking at the concentration and doing the Eau De Toilette…we looked at different ingredients and said, ‘What can we find that has the richness and the quality that we’re after with Decadence, but with a twist that makes it more lighthearted?'”
The result was top notes of Nashi pear, which Salmon described as “fresh, crispy and juicy but at the same time quite sweet,” Lily of the Valley in the heart of the blend, and white amber in the base.
The fragrance was crafted by Annie Buzantian of Firmenich, who also worked on the prior Decadence scents. The original Decadence — housed in a bottle that looked like a handbag — launched in 2015, and was followed by Marc Jacobs Divine Decadence in 2016. Eau So Decadent will hit all major U.S. doors, as well as key markets like the U.K., Germany, Spain, travel retail and other markets. Industry sources project the launch could do $50 million in sales in its first 12 months on the market.
Decadence is now Marc Jacobs’ second most successful franchise, behind Daisy, Duran said. According to Salmon, Daisy telegraphs youth and whimsy, while Decadence plays more to feminine indulgence, sensuality and luxury.
“We’re confident about Decadence because there’s a global movement around feminine power,” Duran noted.
Simona Cattaneo, chief marketing officer at Coty Luxury, said the scent invites women to “revel in a moment of freedom and enjoy something for themselves.”