In 1960, when Madame Rochas was launched, the world was experiencing a cultural shift marked by a blend of traditional elegance and modern sophistication. It was a time of post-war recovery and burgeoning prosperity, where women's roles were evolving, and the concept of femininity was being redefined. The 1960s represented a period of glamour, refinement, and a growing interest in luxury and beauty products.
Parfums Rochas chose the name "Madame Rochas" for its new perfume as a reflection of the idealized woman of that era. "Madame" connotes a sense of sophistication, maturity, and authority, suggesting a woman who is confident, elegant, and cultured. This choice of name aligns perfectly with the image Rochas sought to evoke — that of a refined, cosmopolitan woman who embodies grace and charm.
"Madame Rochas" would have been particularly appealing to women who identified with or aspired to embody such qualities. It appealed not only to those in metropolitan areas but also to women in smaller towns, reflecting a broader demographic reach beyond the elite circles typically associated with high fashion and luxury goods. The perfume was positioned as an elegant yet accessible option, offering a touch of luxury that was attainable to a wider audience.
