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Beauty Industry

Pay for Fragrance with a Tweet at Marc Jacobs

The designer is inventing "social currency."

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By: Jamie Matusow

Editor-in-Chief

During New York’s Fashion Week in February, 2014, ‘tweets’ will be accepted as cash at a new Marc Jacobs pop-up shop in Soho – named the Daisy Marc Jacobs Tweet Shop.

The 1,746-square-foot store, which will be at 462 West Broadway, will only accept social currency. It will be open 11 a.m. to 7 p.m. Feb. 7 through 9th.

The company’s press release stated: “no dollars will change hands. Transactions will be based solely on a customer’s use of Twitter, Instagram and Facebook.” All one needs to do is remember to include the hashtag, # MJDaisyChain.

Alongside MJ accessories, fashion items, and fragrance samples, the shop will also include food and drinks, a DJ, and contests throughout the day. Plus, there will be a free WiFi Lounge, being touted to the fashion crowd as a place to rest between shows. But the shop won’t only cater to Fashion Week attendees – it’s open to the public.

Perhaps it’s the start of a new trend – payola in the beauty industry? It definitely shows the high value of the hashtag.

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