Founded in 1935 in Paris by Marcel Rochas, the label shocked society with a series of audacious collaborations with famous artists, art movements, and later Hollywood.

But years of neglect after M. Rochas's death quickly led the brand deep into the dusty archives of irrelevance. P&G Prestige asked for me to help revive the brand in collaboration with the esteemed Grey Paris office. I was thrilled to jump in.

A tiny budget called for an idea that hit the right note to launch Le Secret. Inspired by the keyhole shape of the bottle, and personified by the modern muse of Cécile Cassel, the campaign launched during Paris Fashion Week and on youtube.

The second pillar of Rochas is Eaux de Rochas.  Another loved but tired classic in need of reinterpretation. A collaboration with a contemporary paper artist brought to life the idea of gifting in a distinctive way.

I love the challenge of tight budgets and high expectations!