On 1 August Coty-owned Marc Jacobs fragrances released new scent, Perfect, which’ celebrates optimism, self-acceptance and originality’, into travel retail markets.

 

Perfect by Marc Jacobs was inspired by the New York fashion designer’s mantra, “I am perfect as I am,” epitomised by a tattoo of the word ‘perfect’ on his wrist.

 

“I put it there to remind me, that when I’m looking at myself and wishing that I could be stronger in this way or better at that thing, I can just say no, I’m exactly how I need to be right now,” said designer Marc Jacobs. “So, perfect.”

 

The new scent is about embracing and expressing one’s true self, said the brand. “It’s a colourful story of contrasts, true to Marc Jacobs’ style, present throughout the campaign, fragrance, and design.”

 

OPEN SOCIAL MEDIA CASTING

The advertising campaign stars rising British model Lila moss, daughter of supermodel Kate Moss, and a supporting cast of 42 people hand-picked through an open social media casting call.

Shot in New York by world-renowned fashion photographer Jürgen Teller, with creative direction from Katie Frand, the campaign is described as ‘a vibrant collage of portraits and vignettes that showcase the contrasting beauty and individuality of the cast’.

 

The juice is labelled as a ‘comforting floral scent with an addictive quality’. Created by perfumer Domitille Michalon-Bertier of IFF, Perfect opens with notes of rhubarb and bright daffodil that ‘reveal a comforting heart of almond milk’.

 

“At the base, cedarwood and cashmeran impart a soft dry down for a cocooning finish,” adds the brand. Perfect is nothing you would expect and everything it needs to be.

 

The weighted glass flacon bottle is filled with a blush pink juice and topped with a crystal-cut cap, crowned with an eclectic and multicoloured collection of mis-matched charms.

 

Each charm was selected by Jacobs himself and injects a touch of his ‘irreverent style’ into the design, says Coty.

 

The Perfect EDP 100ml is $135 while the 50ml EDP is $105. The brand encourages fans to use the following hashtags to find out more: #perfectasiam #mjperfect