The scent, which will debut exclusively in Marionnaud in France in May before spreading to the rest of Europe in July, is fresh and modern and aimed at a younger audience than previous perfumes. In other words, 26-year-old Palermo was a shoo-in.
“The inspiration for [Les Cascades] is really a Parisian fountain in the summer,” Bill Brace, vice president of Procter & Gamble Prestige, told WWD. Fittingly, the campaign was shot at the fountain outside of Paris’ Palais Royal, with Palermo frolicking in front. The print ad is lensed by fashion editorial star Camilla Akrans, while Dimitri Karakatsanis filmed the 20-second video campaign, which will air on the internet and TV.
The scent was also inspired by Rochas’ in-house perfumer Jean-Michel Duriez’s recent trip to Sicily, where Duriez says “You have mandarin, the warmth of Etna, [the notion of] the red earth,” which he wanted to incorporate into the new perfume as well. So basically, Les Cascades is like the dream European vacation you’ll never have. And it’ll only set you back 48 euros ($63.45) for a 50-ml bottle, or 72 euros ($95.20) for a 100-ml bottle.
Palermo has starred in fashion campaigns before (most notably for Hogan) but this is her first fragrance ad. Considering how beautiful she looks, though, it probably won’t be her last.