Coty rolls out new Marc Jacobs Perfect eau de toilette into travel retail

By Faye Bartle |

Marc Jacobs Perfect EDT.

The campaign celebrates ‘individuality, personal truth and authenticity’ featuring an inclusive range of talent.

Coty is rolling out the new Marc Jacobs Perfect eau de toilette (EDT) into travel retail across the Americas, Asia Pacific and Europe.

A  companion to the brand’s Perfect eau de parfum (EDP) and Perfect Intense, the new scent is described as a ‘luminous, floral scent’ that celebrates ‘the power of being true to yourself’.

Just like the original fragrance, which launched globally in July 2020, Perfect EDT is inspired by Marc Jacobs’ personal mantra: “I am perfect as I am.”

This is symbolised by a tattoo of the word “perfect” on the designer’s wrist.

The ‘uplifting and joyful’ scent brings a fresh olfactive facet and a more intimate interpretation of the #perfectasiam mantra associated with the line.

The campaign for the new EDT captures a ‘vulnerable and unfiltered perspective on being seen as your authentic self’.

Spanning print and digital, the campaign celebrates ‘individuality, personal truth and authenticity’, featuring an inclusive range of talent speaking about their belief in self-love.

Marc Jacobs Perfect EDT.

Photographer Juergen Teller and creative director Katie Grand collaborated on the campaign.

Shot in New York, acclaimed fashion photographer Juergen Teller and creative director Katie Grand returned once more to the Marc Jacobs set, this time creating a minimalist backdrop in soft hues to highlight the contrasting beauty of the cast, allowing their personalities and youthful optimism to radiate through.

A already touched upon, the fragrance is a fresh and bright interpretation of the original comforting floral scent.

Perfumer Domitille Michalon Bertier of IFF reimagined a white bouquet with an unexpected twist of modern notes including pink peppercorn and polygonum.

The result is a ‘luminous and joyful, clean, comforting floral with a woody base and an elegant trail’.

Marc Jacobs Perfect EDT.

The outer packaging features a vibrant illustration by New York based artist Jacky Blue.

The design offers a fresh take on the original Perfect bottle and packaging, crafted in collaboration with Marc Jacobs himself.

The vessel is characterised by a weighted glass base with domed shoulders and a gilded collar.

The crystal-cut cap is crowned with an eclectic assortment of mis-matched charms in cool green and blue hues, combined with metallic silver and pale gold accents.

The juice is a soft green shade while the outer packaging is a pastel green with a pearlescent finish, juxtaposed with silver touches and a vibrant illustration by New York based artist Jacky Blue.

The on-counter dates for Marc Jacobs Perfect EDT are as follows: TR Asia Pacific, and TR Europe from January 2023; and TR Americas, April 2023.

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