Coty Travel Retail has unveiled a new Marc Jacobs activation at Sydney Airport, Australia, bringing the worlds of fragrance and fashion together for an immersive experience. Created in partnership with Heinemann Duty Free and Marc Jacobs Fashion House, this exclusive pop-up invites travelers to be among the first to discover Daisy Wild Eau So Intense, the latest addition to the iconic Daisy Marc Jacobs collection.
Visitors will be taken on an exciting journey into the world of Daisy Wild Eau So Intense, while also discovering unique, curated Marc Jacobs fashion pieces. The pop-up features a dynamic multi-sensory experience that includes a spinning daisy wheel-of-fortune, a digital memory game, and a bespoke photobooth.
“We are thrilled to celebrate the launch of Daisy Wild Eau So Intense Marc Jacobs with an incredibly exciting cross-category collaboration at Sydney Airport, fusing fragrance and fashion to provide visitors with an immersive experience,” said Caroline Andreotti, Chief Commercial Officer, Prestige, Coty. “This activation is further testament to our focus on creating captivating ‘retailtainment’ concepts that enable travelers to interact with beloved brands and products in innovative ways.”
Launched as an avant-première across major international airports in the Americas, Europe, and Asia-Pacific on March 1, 2025, Daisy Wild Eau So Intense Marc Jacobs will be available exclusively in Travel Retail before its global retail rollout on April 1, 2025. With an intensified composition and deeper tone than the original Daisy Wild Marc Jacobs, the new fragrance creates a bold and captivating experience inviting consumers to embrace their wanderlust and explore the beauty of nature.
