Coty’s Marc Jacobs hires Kaia Gerber to front new Daisy advertising campaign

The 18-year-old American actress features alongside supermodels Adut Akech and Meghan Roche

Coty-owned fragrance brand Marc Jacobs has kicked off a new global advertising campaign fronted by American actress and model Kaia Gerber.

The 18-year-old appears alongside supermodels Adut Akech and Meghan Roche for the brand’s famous Daisy fragrance.

Shot by British fashion Alasdair McLellan, the models appear in a field of wild daisies to capture ‘vibrant and romantic imagery’.

“It’s so exciting to rejoin my Marc Jacobs Fragrances family for the new Daisy campaign,” said Gerber.

“It was special to be back in the floral fields like in my first campaign.

“Daisy always makes me feel happy and full of joy. When I wear it, I am instantly transported to a blissful place.”

This is the second time the 18-year-old actress has appeared for the brand’s Daisy advertising initiatives, but first appeared for its spring 2017 beauty campaign.

“For over a decade, Daisy Marc Jacobs has captured hearts around the world with its charmingly simple yet elegant scent, and has become a bestselling female fragrance,” said Erwan LeBerrigaud, Vice President of Global Marketing, Marc Jacobs Fragrances.

“The new campaign is a celebration of the core brand values of sisterhood and optimism.

“We are thrilled to continue working with Kaia, as she perfectly embodies the timeless, bright and youthful spirit of Daisy.”

The new campaign is set to be released in March.

Like this story? For the latest in beauty trends, product launches and retail strategy, subscribe to Pure Beauty Magazine. For more information click here

Companies