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