Rochas will launch a new flanker to Mademoiselle Rochas (2017) named Mademoiselle Rochas Couture, the most sensual version to date of a fragrance meant to embody the spirit of a Parisian whose style is on purpose both simple and elegant...
Mademoiselle Rochas Couture was composed by perfumer Juliette Karagueuzoglou (Penhaligon's Savoy Steam) of IFF (International Flavors & Fragrances) as a woody-floral.
Woody-florals are seen to represent well a new generation of women since Féminité du Bois by Serge Lutens (1992) - but more recently and tellingly so in the mainstream market by Estéee Lauder Sensuous (2008).
Rochas are not so much interested in promoting a gender-conscious agenda though as a style-conscious one with this upcoming scent. The flacon reprises some of the fashion codes of the house, including the oversize black bow topping a prune and silvery silhouette.
The eau de parfum opens on top notes of pear, pink peppercorn and bergamot; the heart showcases orange blossom, muguet and heliotrope to create a white floral bouquet; the base leans on musks, tonka bean and sandalwood.
SRPs are 56€; 76€; 105€ for 30 ml, 50 ml and 100 ml respectively.
Launch is scheduled for April 4, 2019.
[Source: press release]