PARIS — “It” girl Olivia Palermo will be the face of the next Rochas fragrance.

This story first appeared in the February 13, 2012 issue of WWD. Subscribe Today.

“I am so excited to be working with Rochas. Fashion has always been such a big part of my life, and I love how Rochas exudes a woman’s femininity but is still unexpected,” she said. “While Rochas has ingrained French roots, I think every woman can get the sense of joie de vivre and confidence in their style that the Parisians emanate. I always like to be a bit more fashion-forward and playful in my style choices when I visit Paris.”

Palermo’s “natural sense of style and classic elegance are a perfect fit with what Rochas stands for,” continued Bill Brace, P&G Prestige vice president.

Procter & Gamble owns the Rochas brand, which was established in 1925.

Palermo, a front-row fashion-show fixture, is also a reality TV personality, model and socialite. She recently launched a lifestyle Web site, called

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The Eau de Rochas trio is among Europe’s best-selling fragrances. Rochas relaunched its fashion division in 2009.

Further information about the brand’s upcoming scent is under wraps, but will be presented to the press after the Rochas fashion show in Paris on Feb. 29.

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