The SYD pop-up is running from 6 March to 8 May, 2025.

Coty Travel Retail has unveiled a new Marc Jacobs activation at Sydney Airport that teams fragrance and fashion, marking the brand’s inaugural cross-category pop-up in the channel.

Created in partnership with Heinemann Duty Free and Marc Jacobs Fashion House, the pop-up means travellers passing through the hub are among the first to discover Daisy Wild Eau So Intense, the latest addition to the Daisy Marc Jacobs fragrance collection.

Visitors can delve into the world of Daisy Wild Eau So Intense while also discovering curated Marc Jacobs fashion pieces.

Multi-sensory experiences come in the form of a spinning daisy wheel-of-fortune, a digital memory game and a bespoke photobooth. 

 “We are thrilled to celebrate the launch of Daisy Wild Eau So Intense Marc Jacobs with an incredibly exciting cross-category collaboration at Sydney Airport, fusing fragrance and fashion to provide visitors with an immersive experience,” said Caroline Andreotti, Chief Commercial Officer, Prestige, Coty.

Daisy Wild Eau So Intense Marc Jacobs is available exclusively in travel retail before its global retail rollout on 1 April, 2025.

She continued: “This activation is further testament to our focus on creating captivating ‘retailtainment’ concepts that enable travellers to interact with beloved brands and products in innovative ways.” 

Launched as an avant-première across major international airports in the Americas, Europe, and Asia Pacific on 1 March, Daisy Wild Eau So Intense Marc Jacobs has been available exclusively in travel retail before its global retail rollout on 1 April 2025.

Visitors can delve into the world of Daisy Wild Eau So Intense while also discovering curated Marc Jacobs fashion pieces.

The scent features an intensified composition and deeper tone than the original Daisy Wild Marc Jacobs, creating a bold and captivating fragrance experience for shoppers.

The Sydney pop-up is running from 6 March to 8 May, 2025.

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