Marc Jacobs
Daisy Love
Daisy Love is the first new line in the Marc Jacobs Daisy family in over four years, launched in April 2018 and composed by Alberto Morillas, who has signed the line since its origin. The eau de toilette opens on crystallized cloudberry, blossoms with the petals of the daisy tree, and rests on cashmere musks and driftwood, which the house wants to be gourmand.
- Brand
- Marc Jacobs
- Launch year
- 2018
- Perfumer
- Gender
- Women
- Olfactory family
- Floral
- Concentration
- Eau de Toilette
Where to buy
In April 2018, Marc Jacobs added a line to the Daisy family, born in 2007: the first in over four years. Daisy Love was entrusted to Alberto Morillas, perfumer at Firmenich, who has composed the Daisy fragrances since the very first bottle.
The house presents Daisy Love as a new facet of Daisy, addictive and irresistible, celebrating a carefree and contagious love of life. Coty, which holds the license, describes it as the very first radiant gourmand, both youthful and sophisticated.
The launch relies on digital: the campaign arrives on Instagram with exclusive content relayed by partner influencers, built around Kaia Gerber, already associated with Marc Jacobs fragrances. Coty stated at the time that it wanted to expand its digital presence and place greater emphasis on influencer marketing.
Daisy Love has since spawned its own flankers, including Eau So Sweet, Daze, Paradise and Pop, all of which Wikiparfum classifies among florals, as is Daisy Love Petals, its pocket format.
Olfactory pyramid
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The advertising
Kaia Gerber on a California beach
Kaia Gerber, Aube Jolicoeur and Faith Lynch, photographed on film by Alasdair McLellan on a California beach, under the direction of Katie Grand.
For Daisy Love, Marc Jacobs extends its partnership with Kaia Gerber and surrounds her with models Aube Jolicoeur and Faith Lynch. British photographer Alasdair McLellan signs the images, shot entirely on film, under the artistic direction of Katie Grand.
Shot in Rancho Palos Verdes, California, the campaign carries the Daisy world from flowered fields to a golden beach, continuing the line’s story of friendship and sisterhood. The television film is set to Teen Age Riot, the Sonic Youth song.
In the film, Kaia Gerber plucks the petals of a daisy at the water’s edge; her two friends, daisy necklaces around their necks, dance with her, hold hands and run toward the sea under the setting sun.