Marc Jacobs' daisy field

Establish photographer Juergen Teller captured the essence of Marc Jacobs' new fragrance 'Daisy' with his camera photographing the elegance and youthful vibrancy of the brand. For his new perfume Daisy, Marc Jacobs decided to launch it in a field filled with daisies. The concept and design behind the advertising campaign shows how the American designer prefers to present his products in a new way.

German photographer Juergen Teller shot youthful girls wearing white dresses in an untouched surrounding. The girls are laughing and running in a field of daisies. Over the last few years Juergen Teller received global recognistion for his pure and plain way of shooting pictures. Aspiring beauties would ring his door bell in the hope to become a fashion model. Instead he would photograph them exactly how he met them for the first time on his door step. With his shoot for Marc Jacobs Juergen Teller creates a similair desire of untouched youthfulness.

This idea of sophisticated elegance with an unexpected twist is translated into the website of the new scent. Marc Jacobs fans and fashionista's can log onto the site and become part of the Daisy community. Members can play games like Grow Your Own Daisy by looking after them, watering them and making sure they receive enough sun light. Based on how much the daisies are growing, members can win several prices. With a certain amount of points you can go up to the next level and be rewarded with prices varying from a Marc Jacobs bag to the Daisy perfume or get excess to exclusive MySpace pages with gift codes.

Through the website you can experience the fragrance, the scent is described as a sparkling floral bouquet with a fresh and spirited edge. The top notes are luscious natural fresh and based on wild strawberry, violet leaves and ruby red grapefruit. For the heart notes, Marc Jacobs selected a luminous modern vintage smell of violet, jasmine and gardenia. The base of the perfume is set around smooth and warm smells created with vanilla infusion, musks and white woods.

The bottle and packaging compliment the daisy theme. The glass bottle has a top with tactile daisies and the the outer packaging is provided of Marc Jacobs' recognisable gold logo.