First Look: Nina Ricci's Mademoiselle Ricci Fragrance

Photo courtesy of Women's Wear Daily
The Mademoiselle Ricci fragrance ad.

The folks at Nina Ricci have been bitten by the love bug ... so would it be so wrong to follow suit?

The French label is celebrating love and romane with its latest scent, Mademoiselle Ricci, which takes its name from a fashion collection launched in the 1960s in the U.S.

“It’s all about romance, about femininity, about elegance in a modern way,” Puig chief brand officer José Manuel Albesa tells Women's Wear Daily of the fragrance. “It’s about love—a declaration of love.”

Aww. The Mark Segal-lensed print campaign sees model James Rousseau presenting Tati Cotliar with a box wrapped in pink ribbon. The duo also star in Johan Renck's "engaging" campaign video inspired by a romantic comedy set in Paris after dark. (Is there a DVD we can buy?)

Aimed at 25-to-35-year-olds, Mademoiselle Ricci oozes femininity with its metallic pink bow-topped packaging, though we Yanks may have to wait a while to actually see it. The woody and floral scent, along with a body milk and deodorant, launches in France on August 6, followed by Asia, Latin America, the Middle East, and other parts of Europe a month later. A U.S. launch date has not yet been announced.

Still, it will no doubt be worth the wait.

"It is very fresh, modern, elegant, and subtle,” Albesa says of the scent, which contains notes of rose centifolia, eglantine, pink laurel, and pink pepper. “It’s a very timeless fragrance.”

We'll take his word for it. These are, after all, the folks who gave us L'Air du Temps.