Marc Jacobs Daisy Eau So Fresh (2011): Video Artists are Already Inspired {New Fragrance}

Marc Jacobs will launch a new summery twist to youngin classic Daisy, with Daisy Eau So Fresh. The flanker is composed by perfumer Alberto Morillas who created the original Daisy launched in 2007. Eau So Fresh is meant to embody the Marc Jacobs woman who, “inspires us to be bold, elegant, sweet and original, to take a walk in a field of grass and enjoy all that life has to offer”...

The Eau is a fruity-floral. The eau de toilette includes top notes of red grapefruit, raspberry, green leaves and pear; the heart has violet, wild rose, apple blossom, lychee and jasmine. Base notes rest on musks, plum and cedar wood.

The advertising campaign will be shot in the south of Spain and feature model Hannah Holman as an equestrian figure on a white horse. Even prior to its official launch, the perfume has inspired the creation of a piece of video art by Pamela Reed and Matthew Rader. Model Martyna is seen seemingly lifeless at first and then coming to life thanks to the vibrancy of the perfume (but then just as quickly return to stillness as the perfume does not seem to have any lasting effect.) The authors wanted to illustrate the idea that one can become greater than oneself thanks to technology. As fragrance is partly a technological object, it makes even more sense beyond the reach of the robotic arms to ponder the concept, thanks to blogging, another technological means of expression.

Sources: The Moodie Report; Another Mag; Maxi Tendance