To kick off Pride Month, Marc Jacobs Fragrances announced its continued advocacy for the LGBTQIA+ community. The brand is partnering with US-based NGO The Lesbian, Gay, Bisexual & Transgender Community Center (The Center) and UK-based charity AKT. In a series of TikTok campaigns in the US and UK, Marc Jacobs Fragrances aims to support and drive awareness to both of these organizations.

The Center is a New York City-based nonprofit that advocates for and supports the LGBTQ+ community of all ages. The organization provides programs for health and wellness, community connection, arts and culture, and economic advancements. Akt is the UK’s national LGBTQ+ youth homelessness charity. People aged 16-25 who are experiencing homelessness or living in a hostile environment find safe homes and employment, education, or training.

“Pride – it’s not acceptance or tolerance. It’s self-love. It’s an appreciation. It’s self-respect. It’s allowing myself to feel everything and allowing myself to be all the things that I am. Sometimes, it’s just feeling the joy for having that self-love,” said Marc Jacobs.
Jacobs is an avid believer in the notion that we are all perfect as we are. He used that belief to create the Perfect Marc Jacobs fragrance. The fragrance launched back in August of 2020 but is now being used to kick off the #PerfectPrideMovement hashtag challenge. The challenge aims to drive awareness and build support for The Center and its mission. It beings in the US on June 4th and ends on June 6th.

In the UK, TikTok creator partners will support AKT by enabling in-app donations. The donations begin on July 2nd and coincide with London Pride. US and UK TikTok users can also use the Perfect Marc Jacobs branded effect to celebrate Pride during June and July.
This Pride Month marks the second year of Marc Jacobs Fragrances’ support for The Center and the launch of their ongoing partnership with AKT. The brand has also committed to supporting both nonprofits in June 2023.

“At Coty, we believe in equality and inclusion and stand together with those fighting for freedom, justice, and safety for all,” said Coty CEO, Sue Y. Nabi. “We are eager to use the power of our brands to support the LGBTQ+ community by working with The Center and AT, and by continuing to promote self-love and authenticity with the new Perfect Marc Jacobs Pride campaign. This unconventional fragrance finds beauty in its diversity and inclusivity, which has resonated globally.”

Perfect Marc Jacobs Fragrance introduces a new Pride campaign in-store and digital this June. the new campaign features talents such as Amber Later, Koi King, Leo Xander Foo, Ladyfag, and Skin.