Coach Love Eau de Parfum.

Coach Love arrived in 2023, designed by perfumer Antoine Maisondieu around a single provocative idea: love in all its forms, expressed without hesitation. The brief was deceptively simple, create something that opens with the joy of wild strawberries and stays bright, but doesn't lose its depth as the hours pass. Maisondieu, who has crafted signatures for houses across the luxury spectrum, understood that strawberry is treacherous territory. It can smell synthetic, juvenile, like lip gloss worn past its prime. The challenge was making it feel earned rather than accidental.

The solution lives in the heart-rose pairing. Red rose isn't just romantic shorthand here, it's the structural element that prevents the strawberry from becoming confectionery. When you smell Coach Love twenty minutes in, the fruit hasn't disappeared. It's evolved. The rose has taken the sweetness somewhere warmer, somewhere that feels like skin warmed by afternoon sun rather than a department store display. Cedarwood in the base is the long game. It appears gradually, dry and woody, replacing the initial brightness with something more considered. The composition isn't trying to trick you into thinking you've picked a rose. It's letting the strawberry tell its own story, then stepping aside.

The opening hits immediately, wild strawberry bright and unapologetic, sweet and juicy with a vibrant presence that captures attention without overwhelming. There's a brief moment, maybe fifteen minutes in, where the mandarin and pink pepper add lift, a slight effervescence that keeps the strawberry from feeling heavy. Then the heart takes over. The red rose arrives not as a dominant force but as a moderating influence, velvety, warm, slightly playful. It doesn't overpower the fruit; it civilizes it. By hour two, the jasmine sambac and osmanthus begin to deepen the floral aspect, adding a honeyed quality that suggests sweetness earned rather than imposed. The drydown is where Coach Love proves it has patience. Cedarwood arrives quietly, first as a woody undertone, then as the dominant voice as the fruit and florals fade.

The Juergen Teller campaign for Coach Love photographed real couples and moments of everyday intimacy, creating a visual language that felt grounded in genuine human connection rather than aspirational fantasy. This approach brought a particular warmth to the fragrance's presentation, one that aligned with the scent's own character: fruity and floral without aggression, intimate rather than imposing. The campaign imagery emphasized natural moments and authentic expressions, positioning the fragrance as a companion to everyday life rather than a statement piece.