Rochas first released Audace (1936) and was discontinued during WWII. It was relaunched and reformulated as Audace (1971). In 2025 Rochas revived the name for Audace EDP (2025).
‘The original 1936 version of Audace by Rochas met an untimely end with the outbreak of the Second World War, leading to its discontinuation and subsequent rarity in today’s market. However, the spirit of Audace endured, and in 1971, Rochas revived the name for a reformulated version of the perfume. This reintroduction marked a significant moment for Rochas, as it had been 11 years since the brand had launched a new fragrance. The relaunch of Audace in 1971 was accompanied by a vigorous advertising campaign, particularly targeting the American market where it was officially introduced by 1972. The perfume was positioned to capture the essence of modernity and sophistication, appealing to a new generation of consumers while also honoring the legacy of its predecessor.’ – Cleopatra’s Boudoir
‘In 1936, the year Audace by Rochas was launched, Europe was amidst a period of social and artistic upheaval. The interwar period, marked by both economic recovery and lingering post-war tensions, saw a flourishing of avant-garde movements in art, fashion, and culture. Marcel Rochas, a prominent couturier known for his innovative designs that embraced both classic elegance and modernity, captured the spirit of this era with Audace, his new perfume creation. Marcel Rochas deliberately chose the name “Audace” for his perfume. In French, “audace,” pronounced “oh-doss,” translates to “audacity” or “boldness” in English. The name suggests a perfume that embodies daring and courage, qualities highly valued in the context of the 1930s when women were increasingly asserting their independence and breaking societal norms. For Rochas, “Audace” was not just a name but a statement. He believed that a woman’s scent should precede her, making a lasting impression long before she was seen. This philosophy reflected his belief in the power of fragrance to convey confidence and allure, qualities he sought to celebrate through his creations.’ – Cleopatra’s Boudoir