Daisy Wild Eau So Extra arrived in travel retail on 1 March.

Marc Jacobs has introduced a new addition to its Daisy fragrance franchise with the launch of Daisy Wild Eau So Extra, which arrived in travel retail on 1 March ahead of its wider global rollout in April.

Launched by Coty Travel Retail, the new scent builds on the Daisy Wild line with a more intense and indulgent interpretation designed to appeal to travellers seeking bolder fragrance experiences. Positioned as the most concentrated extension within the Daisy portfolio, the launch reinforces the brand’s strategy of leveraging established icons to drive engagement in the travel retail channel.

At the heart of the fragrance is an unusual floral gourmand composition inspired by the chocolate Daisy – a wildflower known for its naturally cocoa-like aroma. The scent opens with a banana blossom accord that introduces a creamy fruity lift before unfolding into a heart built around the chocolate Daisy note. A base of vetiver oil provides a warm, earthy finish designed to create a soft yet distinctive trail.

The fragrance was developed by perfumers Sonia Constant and Adriana Medina of Givaudan, using headspace technology to capture the aroma of the rare desert wildflower and translate it into a modern gourmand-floral profile.

Visually, Daisy Wild Eau So Extra introduces a richer and more vibrant interpretation of the franchise’s signature bottle design. The cap features a bouquet of colourful flowers in shades of yellow, pink, purple and green, while the deeper green bottle is finished with a gold logo to emphasise the more elevated character of the new line extension. Matching outer packaging echoes the same wildflower-inspired palette, set against a darker green background.

The launch will be supported by a campaign shot by photographer and director Nick Newbold, starring Ever Anderson, Marlee Guillory and Gracie Rae. Filmed at Big Sky Movie Ranch in California, the visuals follow the trio through sunlit landscapes and fields of yellow flowers, reflecting the playful, nature-inspired world of the Daisy collection.

For travel retail, the fragrance will be available in multiple refillable formats including 30ml, 50ml and 100ml bottles, alongside a 10ml pen spray and a 150ml refill bottle, supporting both gifting and travel-friendly purchasing occasions.

With Daisy remaining one of the brand’s most recognisable fragrance franchises, Daisy Wild Eau So Extra aims to bring a new level of colour, warmth and indulgence to the range while strengthening Marc Jacobs’ presence in the competitive travel retail fragrance category.

READ NEXT: Markus Strobel puts turnaround strategy in place as Coty Q2 disappoints

READ NEXT: Coty Travel Retail launches Chloé Nomade Jardin d’Égypte EDP

READ NEXT: Coty TR launches Daisy Marc Jacobs Murakami collection worldwide