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Marc Jacobs' PERFECT Is Nothing You Would Expect And Everything It Needs To Be

by Jessica Deseo on 01/15/2021 | 2 Minute Read

Editorial photograph
Editorial photograph

In close partnership with Marc Jacobs and Coty, Aruliden was tasked to create a design as unique as the generation it represents. Over two years, Aruliden collaborated closely with Marc Jacobs to bring his vision to life––creating a vision for a bottle of perfume that was inherently rooted in something that felt classic, felt real, and most importantly, felt relatable. Our work resulted in the form of the PERFECT fragrance bottle and accompanying retail and overall experience of the presentation of the product.

Editorial photograph

The initial brief was to create a bottle inspired by Marc Jacobs’ mantra: “I am perfect as I am,” which is symbolized by a tattoo of the word “perfect” on his wrist. Like his tattoo, Perfect by Marc Jacobs was born with the intention of embracing and expressing optimism, positivity, and self-expression.

Editorial photograph

The Perfect Marc Jacobs bottle is crafted with a blend of elegant and unexpected elements. The assemblage of familiar charms (bow, star balloon, cat, domino, banana, shoe, cherry, heart locket, and Marc Jacobs die) all act as iconography and direct references to the brand while simultaneously injecting a touch of Marc Jacobs’ irreverent style into the design. Situated at the top of the bottle, the crystal-cut cap is crowned with an eclectic and multicolored collection of hand-assembled mismatched charms. The weighted glass base is inspired by the grace and style of a classic parfum, with domed shoulders and a gilded collar, resulting in an iconic silhouette that houses one of the most enduring modern fragrances to date.

Editorial photograph

Editorial photograph

As for fragrance, Perfect Marc Jacobs Eau de Parfum for her is a comforting scent that celebrates optimism, self-love, and originality. Perfect is nothing you would expect and everything it needs to be. As a result of our design, Marc Jacobs’ PERFECT ended the year with high success, ranking as the number one fragrance launch in 2020 in the US, the UK, Canada, and Australia––simultaneously gearing up to be the largest Coty US launch in 15

Editorial photograph

Editorial photograph

Editorial photograph

years.

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