Marc Jacobs Daisy – a beauty world without money?
Marc Jacobs is building his daisy chain across the World Wide Web. As if the iconic American designer won’t be busy enough during the upcoming New York Fashion Week, he’ll also be kicking off a concurrent beauty revolution by opening what’s been dubbed the Daisy Marc Jacobs Tweet Shop, which will essentially be selling his scents for the sweet sum of precisely zero dollars.
The catch? You’ll have to "Facebook" for your fragrances.
In a beauty first, the Daisy Marc Jacobs Tweet Shop will trade in social currency. What this means is that fans perusing the perfume pop-up store from February 7 to 9 will have to shell out a tweet, Instagram or Facebook post tagged #MJDaisyChain, in exchange for the scents of their choice.
The mechanics are still murky at this point – would an artfully staged Insta picture be worth more than one that’s #nofilter? – but the message is loud and clear: There is seriously lucrative cachet in your seemingly frivolous flurry of social media activity. In other words, you and your hashtags matter – and if this were a Facebook post, we would “like” it.
Of course, not everything is happening up in the virtual cloud. The Daisy Marc Jacobs Tweet Shop is a tangible temporary outpost that’s outfitted with achingly cool artwork from model-turned-illustrator Langley Fox, clubbing circuit fixture DJ Jilly Hendrix spinning for the fashion folks taking a break from the runway action … as well as a photo booth for Facebook addicts to preen and pout in (and churn out more social currency in the process, too).
In a brilliant display of coordinated marketing, the pop-up store will also coincide with the release of a new print and video campaign for the Daisy scent. We’ll share the new ad visuals as soon as we get our manicured paws on them, but for now, here’s the recently released TV spot that’s directed by fashion darling Sofia Coppola. Enjoy, and get started on creating some social media currency of your own!
The Daisy Marc Jacobs Tweet Shop will open from February 7 to 9 in Soho at 462 West Broadway. For more information, visit marcjacobsfragrances.com. You can follow the brand on Facebook, Pinterest and Instagram.