It was back in February when we first heard the exciting news that Olivia Palermo is the face of the new Rochas fragrance and today, here's a first look at the fashionista looking utterly dreamy in the campaign. How beaut! 'On one hand, it’s entirely new. On the other hand, it really connects back to the core heritage of the brand,' explained Bill Brace, vice president of Procter & Gamble Prestige.
The new spritz, named Les Cascades de Rochas, isn't the first from the house: way back in 1970, Nicola Mamounas created Eau de Rochas – which remains the brand's best selling eau despite two modern interpretations, Eau Sensuelle and Eau de Rochas Fraîche, which followed in 2009 and 2012 repectively.
This latest addition to the collection maintains the fresh, floral theme of its predecessors with mango, pinapple, musk, mango and bergamot all taking centre-stage. The more unexpected addition of notes such as Sichuan pepper however, makes for a contemporary twist which will inneviably attract a younger consumer too, a factor which we reckon was obviously key in choosing Palermo as the face too.
And the inspiration behind this one? A Parisian fountain in the middle of summer no less. Meanwhile, it’s also worth mentioning that the second part of the scent’s name is Eclat d’Agrumes or “burst of citrus, ” so named because in-house nose Jean-Michel Duriez dreamed up the scent concept while on a trip to Sicily and cited a desire to simultaneously bottle both heat and freshness. “There, you have mandarin, the warmth of Etna, [the notion of] the red earth,” said Duriez. Cute right?
Launching in France in May, we only hope this one will role out to Blighty soon.
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