Olivia Palermo Fronts Rochas Fragrance Campaign

Olivia Palermo Rochas new campaign
Photo courtesy of Women’s Wear Daily
Olivia Palermo fronts Rochas fragrance campaign.

From reality TV star to Rochas frontwoman? That's some career upgrade.

Olivia Palermo is pretty in pink for the just-released campaign for Rochas' latest fragrance, Les Cascades de Rochas Eclat d'Agrumes, which will launch in France this May, Women's Wear Daily reports.

Photographed by Camilla Akrans, the former City villain has found a new stomping ground in Paris, where she poses in front of the Parisian fountain (located at the Palais Royal) which inspired the scent's name.

And while "Les Cascades" refers to the "fresh" appeal of a fountain in the summertime, "Eclat d'Agrumes" translates to "burst of citrus," referring to the scent's pineapple and mango notes.

A 50-ml bottle will retail for 48 euros (about $63.45 U.S.), while the 100-ml eau de toilette will cost 72 euros ($95.20 U.S.).

“On one hand, it’s entirely new," P&G Prestige vice president Bill Brace tells WWD of the fragrance, which follows 2009's Eau Sensuelle and 2010's Eau de Rochas Fraîche.

"On the other hand, it really connects back to the core heritage of the brand. At the same time, [there are] elements like Sichuan pepper as a way to bring that modern, contemporary twist. It also represents an opportunity to really bring Rochas to new consumers, and a little bit younger consumer than our heritage lines appeal to.”

With Palermo as the face of the fragrance—which also features notes of white flowers, bergamot, and musk—drawing in the "it" girl's young fanbase should be a cinch. The former Tibi campaign star will also appear in a 20-second video campaign. Think Whitney Port's jealous?