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Can Gen-Z Save Marc Jacobs Again?

Heaven, the designer label’s lower priced diffusion line that leans on nostalgia, has been a hit with younger shoppers. The Coty-led revamped cosmetics line should follow its lead.

Bleach London X Heaven By Marc Jacobs — Bleach London X Heaven By Marc Jacobs (Courtesy)

By

Rachel Strugatz

24 August 2023

BoF PROFESSIONAL

Ethan Connett, 21, has never watched an episode of “Baywatch.” The show ended its 11-season run in 2001, the year before Connett was born, but he says it’s the casting of celebrities like Pamela Anderson that turned him into a superfan of Heaven by Marc Jacobs, the designer’s Y2K, rave and 1990s grunge influenced diffusion brand.

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Further Reading

Marc Jacobs Beauty Is Coming Back

Coty is preparing to relaunch the designer’s cosmetics line, which closed abruptly in 2021 to the dismay of its small but devoted fan base.

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