Marc Jacobs — Daisy Spring Limited Edition
Activations & Pop-Ups | Seasonal Launch
World Wide | 2024
The Challenge
Activate the Daisy pillar through a Spring Limited Edition that could cut through a highly competitive fragrance landscape — driving visibility, desirability, and sell-out among Gen-Z consumers while reinforcing Marc Jacobs’ position in the premium segment.
The activation needed to feel fresh, playful, and highly shareable, while remaining consistent with the Daisy franchise’s strong brand codes.
Global Head of Department.
Led the creative direction and merchandising concept, aligning in-store execution with the global campaign and local influencer programs.
Overview
A seasonal in-store activation designed to amplify the Daisy pillar through color, newness, and playful merchandising — engaging Gen-Z consumers while reinforcing Marc Jacobs’ premium positioning.
My Role
Daisy Spring: #1 seller
Up to 32% of MJ sales driven by Daisy Spring
MJ House sales +67% (Myer) | +77% (David Jones)
SOM: 3.7% (+0.7% vs LY)
The Activation
A bold, highly visible pop-up and in-store animation translating the Daisy Spring Limited Edition into a joyful retail moment. Color, scent, and merchandising worked together to maximize standout, drive engagement, and support sell-out.
Impact (4-week launch)