Rochas launched Tocade in 1994, an eau de toilette by Maurice Roucel that was hailed at launch as the fragrance of the year. The house now describes it as a fragrance that dares: citrus, freesia and geranium on top, a duo of magnolia and jasmine around a rose lifted with nutmeg, and a base of vanilla and amber, beneath the pointed hat designed by Serge Mansau.
A slender glass silhouette with a blue neck and a red pointed hat, designed by Serge Mansau and inspired, according to the house, by the glassmakers of Venice.
The bottle is the work of Serge Mansau, who designed bottles for Rochas, Hermès and Cartier. It takes up the silhouette of Femme, made more slender, and crowns it with a red pointed hat, a geometric jewel in the style of Murano glass; the house sees a feminine amphora inspired by the master glassmakers of Venice.
A long bright blue neck supports the hat, and the whole evokes a willowy woman wearing an enormous hat, according to Prime Beauté. Jessica of Now Smell This instead saw a figure in a turtleneck or a baby’s toy, which would not have tempted her to try the fragrance.
The first bottles were sold in a cherry red box stamped with gold; Gaia of The Non-Blonde describes hers with its red hat and blue neck. After a period without it, the hat came back when Rochas fragrances moved to Interparfums, in 2015.