Rochas
Audace
Audace: the identity card of the new feminine shockwave signed Rochas. A manifesto of boundless femininity. In 2025, Rochas unveils Audace Eau de Parfum, a floral-amber composition imagined by perfumer Louise Turner. Conceived as a cry of freedom, the juice celebrates women who never apologize for their ambition and shape their own destiny with panache. A trio of pink pepper, raspberry and mandarin immediately sets an effervescent fruity-spicy scene; tuberose then ignites a rose-orange blossom bouquet, before a bed of tonka bean and milky woods wraps the skin in a velvety sensuality.
Where to buy
A “Take Up Space” storytelling
The official campaign shows the face of the campaign walking through a corridor of broken mirrors: with each step, garnet shards reassemble to form the bottle — a symbol of an identity in permanent construction. The bolder you are, the brighter you shine: this is the promise written in pink neon letters on the facade of Rue Royale where Rochas installed an XXL fresco for the Parisian launch.
Fact sheet
• Official name: Audace – Eau de Parfum
• Brand: Rochas
• Launch year: 2025
• Perfumer: Louise Turner (Givaudan)
• Olfactory family: Floral – Amber – Fruity
• Signature notes: Mandarin, Raspberry, Pink pepper / Tuberose, Rose, Orange blossom / Tonka bean, Sandalwood, Musks
• Concentration: Eau de Parfum (≈ 18% oils)
• Sizes: 30 ml · 50 ml · 90 ml refillable
Condensed olfactory pyramid
Top: Sparkling pink pepper, juicy raspberry, sun-kissed mandarin
Heart: Ardent tuberose, damask rose, luminous orange blossom
Base: Creamy tonka bean, milky sandalwood, velvety musks
The “trophy of femininity” bottle
Inspired by the house's couture codes, the bottle plays the card of clean lines: a faceted prism in ruby color, topped with a metallic rose-gold cap. Its totemic silhouette, made to stand like a prize, recalls Marcel Rochas's iconic sculptural creations of the 1930s, while projecting the fragrance into a bold modernity.
Positioning & target
Audace targets 20-35 year-olds seeking a signature “power-feminine” fragrance: a juice for both day and night, capable of illuminating an oversized blazer at the office and then setting a satin dress ablaze after dark. Its fruity/floral/tonka balance promises a seductive sillage that is never overwhelming, ideal for an intense urban lifestyle.
To explore Rochas creations
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
Share your impressions
Create an account to keep your votes and find your notebook.
The advertising
Advertising: Audace presents itself as a luminous cry of freedom
A manifesto film, shot like an empowerment music video
Directed by Molly SJ Lowe
To celebrate Audace, Rochas hands the camera to visual artist Molly SJ Lowe, known for her portraits that are both pop and introspective. The one-minute short film opens on an alley plunged into darkness; a ruby wave sweeps across the screen, revealing the face of the campaign Emma Todt in a carmine red suit. With each step, shards of glass gather behind her to form, in trompe-l'oeil, the faceted silhouette of the bottle — a metaphor for an identity rebuilding itself with every stride.
Cut editing over an electro-pop soundtrack
The soundtrack, Dare to Shine — an exclusive track by DJ Purple Pulse — pulses at 120 BPM; with each beat, the image alternates between macro-skin close-ups of crushed raspberry on the muse's lips and drone shots above Parisian rooftops lit in neon pink. The chorus, Take Up Space, instantly becomes the launch's catchphrase on TikTok.
Print visuals: tuberose sets the ruby ablaze
Photography by Georgia Pendlebury
In studio, the photographer captures Emma posing in front of a giant ruby red prism. Light glides over the satin fabric of her blazer, creating a red triangle that echoes the bottle's facets. The tagline the bolder you are, the brighter you shine appears in rose-gold capital letters, while the Rochas logo discreetly signs the lower corner.
XXL billboard and interactive fresco on Rue Royale
For the first time since 2020, the facade of the Parisian headquarters hosts a 12 m × 8 m LED fresco: the bottle assembles in 3D, then bursts into thousands of ruby particles that spill beyond the frame when passersby raise their arms. A Kinect sensor triggers the ruby storm proportionally to movement, creating an Instagram-ready experience.
Social-first initiative: #TakeUpSpaceChallenge
“Ruby Wave” AR filter
On TikTok, the official filter covers the video with a ruby veil; a hand gesture triggers an explosion of red shards that come together to form the word Audace. In two weeks, the hashtag #TakeUpSpaceChallenge surpasses 140 million views; creators film power walks around their cities, using the ruby transition to highlight their outfits.
UGC and live events
Rochas organizes a live shopping event on Instagram from the Saint-Honoré store; the event gathers 25,000 simultaneous viewers. Followers can purchase the pre-launch box and obtain a limited-edition 10 ml bottle silkscreened with I dare.
Impact & reception
Record KPIs in 48 hours
The official Instagram Reel reaches 1.2 million likes in two days; Google Trends shows a 320% increase in searches for Audace Rochas. Sephora reports a sell-out of the 30 ml size in 72 hours, proof that the everyday boldness storytelling immediately found its audience.
Press & community feedback
Now Smell This praises a trophy of femininity that manages to combine a seductive sillage with fruity lightness, while Vogue Business sees it as proof of Rochas's renewal under the direction of Alessandro Vigilante. Reddit forums praise the creamy-spicy tuberose that is never heady.