Rochas captures the essence of Parisian Chic in the Iconic New Perfume ‘Secret De Rochas’

FragrancesDecember 11, 2013August 11, 2014

Rochas captures the essence of Parisian Chic in the Iconic New Perfume ‘Secret De Rochas’

An audacious celebration of joie de vivre, this elegant new classic is the house’s first signature luxury perfume since Marcel Rochas unveiled Femme in 1945.

The Maison Rochas
Celebrated as “the designer of youth” when he opened his fashion house in 1925, Marcel Rochas quickly became a darling among the fashion press and elegant clientele for his ability to capture that elusive je ne sais quoi that is the very essence of Parisian chic. Rochas was renowned for being as enamored by fragrance as he was by fashion, and the two passions resulted in some of the most legendary perfumes of the 20^th century, including the timeless chypre Femme, launched in 1945. Composed by the talented and then-unknown perfumer, Edmond Roudnitska, as a wedding gift for Rochas to offer his bride, Hélène, Femme was a masterpiece of modern perfumery. It was also an instant worldwide success. Like Rochas fashions, Femme was known, as it is today, for its warm sensuality and impeccable quality.

In his 25 years at the helm of the Rochas house, Marcel Rochas considered each of his creations a celebration of the youthful spirit and a tribute to the city of Paris. The designer cultivated a lifelong passion for fashion, fragrance and art. With fashion design and fragrance, he strived to capture a lighthearted joie de vivre and that instantly recognizable chic that makes the Parisienne so admired the world over. The recent appointment of Alessandro Dell’Acqua Appointed as Creative Director of ROCHAS underscores the brand’s commitment to continuing the rich tradition of design excellence established by Marcel Rochas.

Nearly 90 years after its founding, Rochas continues its heritage of celebration, as a new generation of talent brings a fresh new perspective and plenty of joie de vivre to a modern definition of chic. Not only has the house been recently been enjoying a fashion renaissance, Rochas is one of the rare high fashion houses to honor the tradition of retaining a dedicated in-house perfumer. Thanks to the gifted nose Jean-Michel Duriez, the spirit of Rochas perfumes continues to flourish.

A New Fragrance Icon
A respected and renowned perfumer, Duriez joined Rochas in 2008 and skillfully adapted the house’s fragrance philosophy to the desires of the modern woman. “I feel incredibly fortunate to work for Rochas because it has such a rich, vibrant heritage,” says Duriez. “Thanks to that legacy, the house offers the amazing dual experience of being a gatekeeper, in the sense that you bring all your respect for the house to continuing a certain tradition, while at the same time developing the creative opportunity to move Rochas forward and translate its youthful spirit for a modern audience.”

Today, nearly 70 years after the launch of Femme, Rochas unveils a new, modern vision of Parisian femininity composed by Jean-Michel Duriez. An iconic new addition to the house’s fragrance family, Secret de Rochas is a creation of such audacious spirit and elusive elegance – and such distinct Parisian allure – that only Rochas could have created it.

The Fragrance
Just as Marcel Rochas was passionate about natural elegance, so is Duriez about high-quality natural ingredients. As the Rochas house perfumer, Duriez has had the luxury of formulating fragrances with the most exclusive natural essences and ingredients available on the market.

“My initial idea was very simple: to combine the osmanthus flower, which has a floral and fruity note that is ever so slightly animal, with an oakmoss base, a note of woody, forest-like richness called chypre,” he explains. “Interestingly, there was already an echo of one of Rochas’ most famous perfumes, Femme de Rochas. I continued to tweak and refine the fragrance, and eventually it became Secret de Rochas.”

While the floral-fruity-chypre Secret de Rochas reflects the heritage of Femme, it has all the makings of a modern classic in its own right.

Top: Rose and Green Notes, Mango, Passion Fruit, Peach

Heart: Osmanthus, Jasmine Sambac, secret ingredient

Base: Transparent Moss Accord, Patchouli, Musky Notes

The floral-apricot character of Osmanthus from China, reinforced by the more animal-like sensuality of Jasmine Sambac from India, made an ideal foundation for an iconic Rochas fragrance. “These very beautiful flowers have distinctive personalities because they are both floral and gourmand,” observes the perfumer. “They both have the true elegance that is the hallmark of Rochas, as well as a bit of mystery.” Osmanthus, for instance, is a very expensive extract, so its use in perfumery is limited, but the Osmanthus tree also carries a special symbolism in China because it is considered auspicious for lovers to exchange vows of love under the shade of its branches. Another of Duriez’s favorite ingredients is mango, whose fresh notes enhance the perfume’s floral heart.

Because formulas are the key to the perfumer’s art, there is a time-honored tradition of secret keeping in perfumery. As its name suggests, Secret de Rochas was composed using a secret ingredient known only to Duriez, which brings a rich, elegant twist to the new fragrance’s fruity-floral composition. This ingredient was also present in Femme, and is literally the ‘secret de Rochas’. It will forever remain stored away inside the house archives on the Avenue Montaigne in the heart of Paris.

Advertising Visuals
Cécile Cassel is face of Secret de Rochas. The accomplished French actress has appeared on large and small screens on both sides of the Atlantic. International audiences know her perhaps best for her appearance in the final episode of the American TV series “Sex and the City” and in the film “Head in the Clouds” alongside Charlize Theron and Penelope Cruz. In France, she has also received much acclaim for her performances in the films “Vivante”, “O Jerusalem” and “Le Premier Jour du Reste de ta Vie” (The First Day of the Rest of Your Life). Coincidentally, Cassel’s most recent film, “Paris a Tout Prix” (2013), focuses on a young fashionista working in a Parisian couture house. The actress also recently released a first album of pop dance music under her stage name, “Hollysiz, My name is.” Cassel is the daughter of the late, legendary French actor, Jean-Pierre Cassel, and is the half-sister of actor, Vincent Cassel.

“I was very touched when Rochas approached me because it’s a brand that hsd been close to my heart for many years,” notes Cassel. “My mother and grandmother always had a bottle of Eau de Rochas on their dressing table. Because I grew up with this brand, I’ve always associated its softness and femininity with family.”