Dolce & Gabanna Rose The One: new fragrance and its pretty face

The One fragrance franchise is introducing its little progeny as soon as Rose The One hits counters exclusively at Saks next week (the fragrance will get wider, international distribution later on).

The yummy 24-year old Scarlet Johansson, D&G muse and the face of their makeup collection, is “the person that represents actual femininity most in this world,” (Dolce's quote, not mine, to WWD) and will front the campaign for the flanker, taking the baton from Gisele Budchen for The One. The print ads are shot by Jean-Baptiste Mondino. Scarlett was ecsstatic when she told People that Mondino “captured all of a woman’s graces, our quiet moments. That to me, is what makes this campaign so special, and it feels wonderful to have been a part of the collaboration”. Who can argue that the end result is pretty?
Fittingly Johansson is seductively (yet also romantically) "poured in" a custom-made, curve-hugging Dolce & Gabbana pink tulle dress. The typical for Johansson pose (accentuating the waist, baring the shoulders, pursing the lips) suggests lounging on a posh bedroom while her hair is changed into strawberry blonde to reinforce the rose-hued effect that name would suggest.


Coming to think of this, it was only the other day when I was questioning (in a comment to a friend's blog) the sagacity of marketing something fragrant in "rose" parlance, because to a young generation of perfume buyers rose can so often stand for "old lady" (No matter it is mixed in almost everything and most people don't discern it in the formula; such is the corruption our noses have suffered in this sanitized and techno-monopolised world, sadly). Thus naming the newest flanker to The One with the perfectly visible "Rose" moniker has me curious to its reception. I believe they're going on the visual strength of their muse, Scarlett Johansson, probably the best thing in young and feminine curvaceousness ideals since Beatrice Dall and those Alessi pepper mills. And there are several other fragrances which have the "rose" tag in the name (Rock n'Rose by Valentino anyone? Off the top of my head) while still appealing to a younger clientelle.
Predictably the fragrance sounds like a foregone conclusion with its berry-ish fruity top, clean heart of flowers and sweet base. Still, I am eager to see how this will play out commercially, especially in the huge American market. The D&G Anthology collection (issued this year) hasn't been very impressive according to reports so far.

Notes for D&G Rose The One:
black currant, pink grapefruit, mandarin, lily of the valley, rose, litchi, peony, Madonna lily, along with ambrette seed, sandalwood, musk and vanilla.

Dolce & Gabbana Rose The One will be available in 30ml/1oz, 50ml/1.7oz and 75ml/2.5oz bottles of Eau de Parfum.

Pic via style.com