Tocade

Rochas launched Tocade in 1994, a women’s eau de toilette composed by Maurice Roucel. The name, a variant of toquade, means a whim, a passing infatuation. At a time when the house dared to bring humor into perfume, it was hailed at launch as the fragrance of the year.

A distillation of the house

According to the Fragrance Foundation France, Tocade was meant as a distillation of Rochas, bringing together in one bottle the sensuality of Femme, the elegance of Madame Rochas and the youthfulness of Eau de Rochas. The house long presented it as an oriental floral that opened fine perfumery to gourmand notes.

The return of the hat

In 2013, Gaia of The Non-Blonde pointed out that it was still in production, under the license then held by Procter & Gamble. After Rochas fragrances moved to Interparfums, which celebrated the house’s ninetieth anniversary in 2015, Tocade got back its original bottle and its pointed hat.

What the house says today

The house presents it as a daring fragrance, the portrait of a sensual, playful and mischievous woman, and as a colorful tribute to modern femininity. It sees it as a snub to convention, in the spirit of Marcel Rochas, who dressed the emancipated women of the postwar years.

The house’s website now offers a single size, the 100 milliliter bottle, and sends online shoppers to the Origines-Parfums store. It lists Tocade among its heritage fragrances, alongside Femme and Madame Rochas.