The L’Oréal group’s brand has hired actor and activist Emma Watson to front its women’s fragrance Paradoxe.

The Harry Potter star, who is also a UN Women Goodwill Ambassador, has also directed the global film campaign which is launching worldwide from August 22nd.

For the print campaign, the actress was captured by photographer Harley Weir.

Prada said Emma Watson was chosen for her “razor-sharp intelligence, dynamic elegance and an authentic multi-dimensionality.

"Prada Paradoxe is inspired by the infinite and empowering facets that make every woman unique and Emma wholly embodies this. Her multiple dimensions and ability to speak to highly engaged generations make her the perfect embodiment of Prada Paradoxe," highlights Yann Andrea, Prada Beauty International General Manager.

Amber floral

Created by master perfumers Nadège Le Garlantezec, Antoine Maisondieu and Shyamala Maisondieu (Givaudan), Paradoxe is an amber floral scent that has benefited from an innovative technology for extracting the fragrance from the neroli bud, before the flower blooms.

Tunisian orange blossom and sambac jasmine complete the heart note.

Paradoxe is packed in a triangular refillable bottle (available in 30ml, 50ml, 90ml). A 100ml refill bottle thus makes it possible to reduce the environmental footprint of the packaging as it is refilled.