Joop! reveals Milla Jovovich as face of new Wow! fragrance

The Coty-owned brand claims to have chosen the American actress, model and musician as she possesses the ‘quintessential qualities of the modern woman’

Joop! has named American actress and model Milla Jovovich as the new face of its Wow! female fragrance.

This is the first time the brand has partnered with an internationally famous woman to promote its fragrances.

The 42-year-old features in the Coty-owned brand’s campaign video and, in the brand’s words, symbolises the “captivating traits of the femme fatale”.

Jovovich is well known for featuring in the Resident Evil franchise films and has also released a number of avant-garde music singles throughout her career.

Wow! was formulated by French-born Fabrice Pellegrin, who joined Firmenich in 2008 and is responsible for creating fragrances for brands including L’Occitane, Diptyque and Valentino.

Joop! previously partnered with South African TV presenter Maps Maponyane for its Joop! Homme fragrance in 2014.