MARC JACOBS | “PERFECT” FRAGRANCE
Perfect Marc Jacobs, the latest fragrance from Marc Jacobs, celebrates self-love and individuality, drawing inspiration from Marc Jacobs’ personal mantra, “I am perfect as I am,” symbolized by his “PERFECT” tattoo. This playful and unexpected fragrance, Perfect Marc Jacobs Eau de Parfum for her, is a comforting floral scent that embodies optimism and self-acceptance.
The campaign’s assets and images were captured with a raw aesthetic, highlighting a diverse range of “real people.” The fragrance’s launch became the most successful of 2020 and went on to win several awards in 2021. The campaign was creatively directed by ArtSide and shot in New York.
The campaign promotes the message that everyone is perfect in their own way, featuring 42 diverse individuals to emphasize inclusivity and self-expression. To connect with Gen Z and millennials, Marc Jacobs Fragrances launched a global #PerfectAsIAm Hashtag Challenge on TikTok. The campaign began with a lead video featuring creator Rickey Thompson, who encouraged users to create joyful, self-expressive content by duetting his video. Set to Lizzo's "Good as Hell," the challenge invited TikTok users to showcase their uniqueness and embrace the uplifting message of being "perfect as they are."
