A TikTok Sensation That Embraced Self-Expression

Marc Jacobs launched the #PerfectAsIAm TikTok Hashtag Challenge with dynamic creator and social media entertainer Rickey Thompson. As the official "hype man," Rickey offered praise while applying the fragrance — all set to the soundtrack of Lizzo's "Good as Hell." The audience was then challenged to create a side-by-side duet, reacting to the spritz while confidently showing off their personalities. The brand worked with three top creators to kick off the duets, generating a wave of views, likes, and duets across TikTok.

The duet challenge surpassed TikTok's benchmarks, accumulating over 15 billion global views. By tapping into the platform's creative energy and the self-expressive values of the target audience, the campaign championed diversity and self-acceptance in an engaging, user-first way.