Guerlain
Aqua Allegoria Rosa Verde
A green rose, fresh as a summer dive Aqua Allegoria Rosa Verde is the 2025 edition that enriches the famous garden collection signed by Guerlain, originally launched in 1999. True to the feel-good spirit of the Aqua Allegoria line, this unisex Eau de Toilette captures the sensation of diving into fresh water, where the rose petal is still beaded with dew.
Where to buy
General information
House & line
- House: Guerlain
- Collection: Aqua Allegoria
- Launch: March 2025 (Europe, travel retail).
Creators
- Perfumers: Thierry Wasser & Delphine Jelk
Olfactory family & concentration
- Family: Floral – Green – Aquatic
- Concentration: Eau de Toilette (≈ 8%)
- Iconic size: 125 ml “Abeille” refillable
Concept & inspiration
The rosy dive
Rosa Verde was born from a sensory image: that of skin shivering as it plunges into clear water, before being caressed by a rose petal still chilled by the morning mist. The accord of cucumber and nashi pear evokes the watery bite, while a still-green rose reveals herbaceous, crisp facets.
Olfactory pyramid at a glance
Top notes
Cucumber, Nashi pear, Bergamot
Heart notes
Green rose, Mint leaves
Base notes
White musks, Iris, Violet
Positioning & target
For whom?
Intended for lovers of modern floral freshness, aged 20 to 45, this unisex creation will appeal both to devotees of Nerolia Vetiver and to newcomers seeking summer lightness.
Ideal moments
- Spring mornings: a bracing awakening thanks to the cucumber.
- Scorching afternoons: a refreshing effect comparable to sorbet.
- Weekends in the countryside: a green-rosy accord that harmonizes with tall grasses.
Bottle: the bee turns emerald green
The legendary Abeille bottle here displays a translucent, slightly greenish juice, topped with a honeycomb-textured golden dome; a moss-green ribbon marks the neck and recalls the vegetal accord. Refilling is done without a funnel thanks to an internal thread redesigned in 2024. (The Bottle page will detail materials and eco-design.)
Strategic stakes for Guerlain
1. Maintain the momentum of the Aqua Allegoria line and offer an annual blossoming that reinforces the visibility of the range. 2. Respond to the 2024-2025 trend for rose-cucumber accords, already popularized in niche perfumery but rare in selective distribution. 3. Continue the green strategy: refillable bottle, 20% PCR glass, French beet alcohol.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
Aqua Allegoria Rosa Verde – The advertising that makes the rose shiver
“Dive into Rosa”: freshness captured on the fly
Guerlain builds the 2025 campaign around a sensation: the shiver of icy water that grips the skin before the rose exhales its green scent. The entire creative ecosystem, from the TV film to duty-free windows, plays out this sensory dive.
The film: 30 seconds of olfactory bathing
Script and direction
Directed by Frédéric Guelaff, the spot opens on a macro zoom of a water droplet sliding down a rosy petal, then cuts to model Luisa Sarria crossing a dew-soaked garden before diving into a pool of clear water. The tracking shots alternate slow motion and stroboscopic flashes to build the music's rising intensity.
Electro-organic soundtrack
The music, Morning Pearl by the Parisian duo Cutaway, blends harp arpeggios with synth pads; the rhythm shifts into watery bursts when the name Rosa Verde appears.
Formats and distribution
- Master 30″ spot aired on major European channels starting March 18, 2025.
- 10″ and 6″ capsules for TikTok, Reels and YouTube Shorts (“Splash Rose” filter generating photorealistic water reflections).
- Silent 15″ version screened on duty-free displays (CDG, Doha, Changi) on loop since April 1.
Print: wet petal and emerald green
Art direction
Photographer Sonia Szóstak captures Luisa Sarria lying on a mirror of water; the Abeille bottle reflects the light while a string of suspended droplets freezes the moment of the dive.
Color code
The water-green, pale pink and matte gold palette surrounds the bottle with an aquatic bokeh recalling the cucumber-rose accord.
Media rollout: omnichannel and event-driven
• Travel retail: animated window façades at CDG T2E, Doha Hamad and Paris-Orly airports, with immersive screens looping the film.
• Press event: a co-branded launch with Vogue Germany in the greenhouse of the Berlin Botanical Garden on April 14, 2025, featuring “Cucumber Mist” sensory activations.
• Premium OOH: LED billboards at Place Vendôme and Piccadilly Circus during the May Fashion Week.
Reception: viral freshness
In three days, the YouTube spot surpassed 1.8 million organic views; the “Splash Rose” TikTok filter recorded more than 900,000 uses and a 7.6% engagement rate. Bloggers praised it as one of the rare campaigns able to literally translate the sensation of water.
Why does this campaign mark a turning point?
With Rosa Verde, Guerlain establishes cool sensoriality as a new territory for the rose. The advertising combines high-tech, nature and luxurious sobriety, in perfect harmony with the refillable bottle and a formula made of more than 90% naturally derived ingredients.