Marc Jacobs Fragrances introduces new perfume for women

Coty subsidiary Marc Jacobs Fragrances has released Daisy Love Marc Jacobs in an advertising campaign featuring model Kaia Gerber.

With fragrances including cloudberries, daisy tree petals, cashmere musks and driftwood, the scent was created by master perfumer and Marc Jacobs Fragrances collaborator Alberto Morillas of fragrance house Firmenich.

Coty’s luxury chief marketing officer (CMO) Simona Cattaneo said: “This past year, we have focused on growing the Daisy franchise to be a major player in the industry.

“Now, as we continue growing our partnership with Kaia Gerber, is the time to introduce an entirely new sister fragrance into the Daisy franchise.

“It fits nicely into our strategy as we expand our digital footprint and put an enhanced focus on influencer marketing.”

Kaia Gerber is an American model and daughter of supermodel Cindy Crawford and entertainment businessman Rande Gerber.

Gerber said: “I’m excited to continue working with Marc Jacobs Fragrances for the Daisy Love campaign.

“This time the campaign takes the carefree spirit of Daisy to the beach, which very much resonates with my personality, lifestyle, and my inner Daisy girl.”

Marc Jacobs is a global brand that produces womenswear, accessories, kidswear, jewellery, watches and fragrances.