Perfect is Marc Jacobs’s first stand-alone female fragrance in over 5 years and is a celebration of self-love, authenticity, and optimism, inspired by Marc’s personal mantra: “I am perfect as I am.”. The kit was designed to excite short lead press and influencers with a highly instagrammable creative mailer introducing them to Perfect Marc Jacobs. The mailer was integral to achieving a successful product launch producing measurable results and social impressions.

I designed the structural and visual packaging to delight users through the unveiling process with multiple touchpoints as platforms for branded messaging. The creative mailer was designed to showcase the new bottle and carton illustrations while in parallel highlighting its rich campaign model collage revealing the fragrance placed heroically in a framed base featuring a keepsake mirror. Inspired by vintage jewelry boxes the creative mailer opened to replace the campaign imagery with the individual’s reflection in a removable mirror keepsake that spoke to the brands messaging of being #PerfectAsIAm.