The fragrance is billed as a more mature and womanly version to its predecessor Jeanne — and both are named for the house's founder Jeanne Lanvin. Like the original, the Couture edition has fruity elements like raspberry, but that's where the similarities end. Jeanne Couture has notes of rose, violet leaves, cedarwood, musks, peonies, and magnolias.
Jeanne Couture's ad campaign (left) stars Juju Ivanyuk in a photo shot by Sofia Sanchez and Mauro Mongiello. Bottles will debut in Northern Europe in May, and most other countries will have the fragrance by July. Some Asian countries will start selling Jeanne Couture as late as September. Currently, there are no plans to sell the fragrance in the United States, but in France the 100 ml. bottle will cost €76, or $100.55, and the 50 ml. version is to cost €53, or $70.15 at current exchange.