Marc Jacobs Beauty has officially relaunched and the new collectable-style packaging is causing as much of a stir in the industry as the bold, maximalist make-up formulas situated within it.
The revamped cosmetics line, which has been brought back due to an updated licensing deal with Coty, has intentionally shifted away from the sleek black, minimalist packaging of the OG line (which was loved by many).
Javier Zotez Ciancas, Global SVP of Marc Jacobs Beauty, told Cosmetics Business that this pivot is part of a much larger reimagining of the beauty brand, which will deliver a more clear, creative vision that spans across its make-up and fragrance offering.
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“Marc Jacobs Beauty has been years in the making, with the launch built on a clear creative vision and strong product innovation, bringing this new packaging concept to life as part of that next chapter,” said Ciancas.
Marc Jacobs Beauty first launched in 2013 but was discontinued in 2021 by Kendo, the brand incubator owned by LVMH, causing an outcry among the collection’s fans.
Below, Ciancas explains the thought process behind Marc Jacob Beauty’s big packaging pivot, and why the business is investing hard to transform “everyday beauty essentials into objects that can be kept”.
Marc Jacobs Beauty has completely switched up its packaging
Marc Jacobs Beauty is back, and people have been talking about the new packaging. What was the inspiration for it?
Ciancas: “The packaging is a natural extension of Marc Jacobs Beauty’s creative vision, where beauty is about more than just the final look, it is about joy in every step.
The collection is built around [the concept] of ‘joyride sensoriality’, offering an immersive, pleasurable experience that engages the senses.
The packaging is designed by [fashion designer] Marc Jacobs himself, and reflects his distinctive creative language, rooted in creativity, fun and self-expression.
It combines bold colour, contrasting textures and exaggerated shapes, with signature
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