Social shopping: Marc Jacobs swaps tweets for treats

Covent Garden is already a hub of beauty delights, with brands from Burberry to Dior opening coveted boutiques dedicated to fragrance, make-up and skincare in the Piazza.

So it was only apt that Marc Jacobs got in on the action – but the Marc Jacobs Daisy Tweet Shop was definitely a pop-up with a difference. You see, it opened its fragrant doors for one weekend only (hopefully it’ll be back!) and the only form of currency accepted was social media. Yes, really.

The idea started at New York Fashion Week last February and unsurprisingly went down an absolute storm both here and there.

Visitors simply tweeted using the hashtag #MJDaisyChain in exchange for an array of Marc Jacobs goodies, from manicures to accessories  –  some even won their own Marc by Marc Jacobs handbag too, for ultra-creative photographs.

The pop-up was decked out with an array of entertainment including a photobooth, nail bar, beverages and a ‘chill out zone’. The reason? Marc just wanted to say a big thank you to his loyal customers – for this, we love you, Marc.

You can watch a little video explaining the mechanics of Marc Jacobs Daisy Tweet Shop, below. If you went along, let us know what you thought at @Perfume_Society

Written by Alice Jones

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