A GIRL of the times!
March 31, 2021
Since there is no “planet B” and the time has come to shake things up, Rochas is raising the bar for eco-responsible fragrance with its new release. More than an ode to women, GIRL conveys a promise to life and to the planet in its pretty almond-green box.
For this sparkling Eau de Toilette, IFF Master Perfumer Anne Flippo worked with the “less is more” philosophy for greater impact. The result is stunning: the fragrance greets you with the soothing freshness of neroli, then a bouquet of white flowers and a sandalwood-cedarwood accord take over. And yet, behind the scenes, a chemical prowess is taking place.
GIRL has a vegan formula that focuses on responsibly sourced natural ingredients, and 97.5% of the formula is derived from green chemistry with natural beet alcohol (99.9% GMO-free) and 100% pure and natural water.
Rochas couldn’t just leave it at that though, so allergenic substances, dyes, and stabilisers were completely removed from the fragrance. The bottle was redesigned as well. It is made of 40% PCR glass (made from recycled household waste), which reduces the carbon footprint of its production by 9%. And apart from the cap shoulder, it is 100% made in France, as is its FSC-certified* cardboard box!
For an even more all-encompassing approach, Rochas redistributes 1% of sales from the GIRL line to the international collective 1% For The Planet. This goes to support a variety of non-profits that are working to protect the environment.
The advertising campaign, directed by Laura Weaver, makes this project’s caring attitude clear to see and distils precious clues about the commitments of GIRL. The film shows real-life friends having fun together in a natural setting, and there were no contrived scenarios or Photoshop touch-ups. The film transcribes the pure joy of time spent together and simply being yourself.
GIRL is much more than just a fragrance: it’s a manifesto, a vision, a desire, an awakening. Behind its understated design and beyond the research, it is first and foremost a sincere undertaking to use all of the industry’s expertise for the pursuit of what matters: our planet and your well-being.
*Forest Stewardship Council