In 2007 US fashion designer Marc Jacobs created Marc Jacobs Daisy, a fragrance that, the brand says, 'captures the offhand charm of the Marc by Marc Jacobs line and simultaneously reflects the sophistication and elegance of the Marc Jacobs collection'.
Jacobs, head designer at the Marc Jacobs brand, has enjoyed much success in his career. He spent 15 years as creative director of Louis Vuitton, and owns two clothing brands. His wider Marc Jacobs brand has been a major success: as of summer last year, there were almost 250 Marc Jacobs retail stores in 60 countries, while the brand's clothing and accessories ranges are available in many department stores worldwide.
In line with many other fashion labels, Jacobs decided to extend the Marc Jacobs brand through an array of fragrances.
Daisy, which aims to exude 'youthful sophistication and vintage charm, with a touch of irreverence', is packaged in a glass bottle that provides something different from other women's fragrances. Its signature feature is the array of daisies that surround the cap. In a particularly playful gesture, the petals crowning the bottle bend to the touch.
Not surprisingly, the daisy theme also features in the scent of the perfume, which has distinct floral notes. While incorporating this lively bouquet of aromas, the perfume manages to provide an essence of Marc Jacobs' feminine-yet-edgy design approach.
Splash was the first fragrance produced by the brand, in 2006, and other names, including Lola Marc Jacobs and Marc Jacobs Bang, have been added to the range, as well as additional Marc Jacobs Daisy products.
The advertising campaign for Marc Jacobs Bang was particularly notable; Jacobs himself was photographed naked, save for a strategically placed bottle of the fragrance, which acted to preserve his modesty.
One of the hallmarks of Jacobs' work is that he rarely approaches any design situation in an orthodox manner.
His exuberant and unique design philosophy is evident through the extreme variations in the clothing lines that he produces each year.
Through this unique approach, the designer, and his ranges, have cemented a place at the centre of the fashion world. It is the same tailored approach that has also been applied to the Marc Jacobs Daisy brand.
Marc Jacobs Daisy is priced at £56 for the bigger 100ml bottle, which, for a brand of this calibre, helps it stand as an extremely competitive and attractive product.
By Silas Amos, creative strategist, JKR
Sometimes it helps to be in the right place at the right time. Daisy launched in 2007 and its cheery sensibility and affordable elegance is the perfect design for the downturn. Perhaps it was a lucky bounce, or it knowingly tapped into 'the zeitgeist'. Either way, it's a tonic for the troops - as the song has it, 'pack up your troubles, come on get happy'.
As a design it is an oxymoron: flamboyant yet reserved, playful yet credible. The exuberant cap of squidgy petals has the fun; the minimal design of the body delivers the gravitas.
The daisy motif is a designer's gift. It's limitlessly reworkable in the myriad colours and finishes required of a major perfume, which needs enough elasticity to stretch into many product variations.
We talk of iconography that can easily flex through different media and versions as having 'good legs'. Daisy's design has the pins of a supermodel.
One sign of a great design is being able to remove the logo and still recognise it. That's true of the bottle: you could identify it in the dark. But it's not just the iconography, it's the design's spirit.
Juergen Teller's advertising photography equally captured the informal but stylish nature of the brand's 'world'. Even sans product it could only be for this brand. This is rigorous, coherent design expression for an apparently carefree product.
2007: Marc Jacobs Daisy was launched in July and aimed to offer a 'fresh and feminine' fragrance.
2008: Daisy Eau Parfum was released and stood as a richer, bolder Marc Jacobs Daisy scent.
2009: The Marc Jacobs Daisy 'Blooms in Spring' limited-edition bottle was added. Marc Jacobs Daisy also produced an Eau de Parfum silver limited-edition bottle.
2010: The Marc Jacobs Daisy Eau de Parfum Pop Art limited-edition bottle was rolled out. Another limited-edition product was created in the form of Marc Jacobs Daisy 'In the air'.
2011: The brand released a vibrant bottle called the Marc Jacobs Daisy Eau de Parfum Hot Pink, Limited Edition. Marc Jacobs created a daisy fragrance called Daisy Eau So Fresh, described as a 'vibrant, charming and whimsical' scent.
2012: The most recent limited-edition bottle was produced, known as 'Daisy Petite Flowers on the Go'.
This article was first published on marketingmagazine.co.uk