Marc Jacobs Fragrances Partners With The Center and Akt on TikTok to Support LGBTQIA+ Community

Marc Jacobs Fragrances, a division of Coty, will continue its advocacy for the LGBTQIA+ community through partnerships with US-based NGO The Lesbian, Gay, Bisexual & Transgender Community Center (The Center) and UK-based charity Akt. 

 

The brand will support and drive awareness for The Center and Akt through Pride-focused TikTok campaigns in both countries.

 

Pride – it’s not acceptance or tolerance. It’s self-love,” said Marc Jacobs. “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.”

The Perfect Marc Jacobs fragrance, launched in August 2020, is inspired by Jacobs’ personal belief that people are all perfect as they are and is symbolized by the word “perfect” tattooed on his wrist. To celebrate self-expression and spread love and positivity during Pride, Perfect Marc Jacobs will launch the TikTok #PerfectPrideMovement hashtag challenge in the US between June 4-June 6 in an effort to drive awareness and build support for The Center and its mission. In the UK, TikTok creator partners will enable in-app donations for Akt beginning July 2 to coincide with London Pride. Additionally, a Perfect Marc Jacobs branded effect will be available to all TikTok users in both countries to celebrate Pride during June and July.

 

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

 

This Pride marks a second year of Marc Jacobs Fragrances support for The Center and the launch of an ongoing partnership with Akt. Marc Jacobs Fragrances has also committed to continuing support for both nonprofit organizations 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 Akt, 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.”