I Want Choo Jimmy Choo Eau de Parfum

Jimmy Choo I Want Choo Eau de Parfum | Editorial Review

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I Want Choo balances the luminosity of velvety peach with the sensuality of jasmine and an enveloping vanilla, building a modern, confident femininity that's easy to enjoy without giving up an addictive presence.

Brand:
EADP

Concentration: Eau de Parfum
Classification: Amber, Floral Fruity Amber
Longevity: Moderate ●●●○○

WHAT DOES JIMMY CHOO I WANT CHOO SMELL LIKE?

EAU DE PARFUM

I Want Choo opens with an immediate, unmistakable burst of fruit: ripe, juicy peach, soft and velvety, with a citrus touch of mandarin that acts as a livening spark. The opening isn't overly sweet but luminous and effervescent, with a texture closer to fresh fruit pulp than to candy or anything artificial.

The citrus tends to go unnoticed by many, but it does its job: keeping the opening from feeling cloying and giving the perfume that festive, upbeat character that defines it from the very first moment.

As the peach settles, the perfume moves into its heart, where jasmine takes charge with character and presence. It's an intense, enveloping, modern white floral, the kind that makes itself known and leaves a trail. Alongside it, red spider lily lends a carnal, vanilla-tinged warmth that softens the blend and acts as a natural bridge to what comes next.

The result of this phase is a floral that gradually gains density and creaminess, moving away from the fruity freshness of the opening toward something warmer and more sensual.

The drydown is where the perfume finds its most intimate register. Vanilla settles onto the skin in a creamy, persistent way, never coming across as overly sweet or heavy under normal conditions, with a warmth some describe as close to tonka bean. The peach from the opening doesn't disappear entirely; it lingers as a fruity undertone that melts into the vanilla in an almost edible combination.

Benzoin adds a balsamic, resinous depth that sets this base apart from more conventional vanilla florals. It's a warm, soft, addictive close that lingers on the skin for hours.

Olfactory Pyramid

Top Notes

Mandarin
Mandarin
Peach
Peach

Heart Notes

Jasmine Sambac
Jasmine Sambac
Lily
Lily

Base Notes

Benzoin
Benzoin
Vanilla
Vanilla

Top Notes

Mandarin
Mandarin
Peach
Peach

Heart Notes

Jasmine
Jasmine
Lily
Lily

Base Notes

Vanilla
Vanilla

Top Notes

Mandarin
Mandarin
Peach
Peach

Heart Notes

Jasmine Sambac
Jasmine Sambac
Lily
Lily

Base Notes

Benzoin
Benzoin
Vanilla
Vanilla

Specification: Jimmy Choo I Want Choo Eau de Parfum | Editorial Review

Concentration

Classification

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Longevity

Sillage

Style

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Occasion

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Climate

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Line

Origin

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Sizes

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Duration

6 to 8 hours, 8 to 12 hours
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Last update was on: June 30, 2026 20:31

Perfumers (3)

Antoine Maisondieu

Antoine Maisondieu

Antoine Maisondieu stands as one of the most prominent figures in contemporary perfumery. Trained at the prestigious Roure perfumery school, he built an exceptional career at Givaudan, establishing himself as one of the industry's most talented and innovative perfumers. Throughout his career, he collaborated with globally renowned brands such as Giorgio Armani, Tom Ford, Prada, and Burberry, creating both men's and women's fragrances that won over consumers and perfume enthusiasts alike.

His work stands out for its depth, complexity, and artistic expression, particularly distinguished by his masterful skill in using natural ingredients to craft modern, innovative compositions.

Maisondieu showed a notable commitment to sustainability, reflecting in his work a steady dedication to reducing the industry's environmental impact. His contributions to the world of perfumery earned him numerous accolades, cementing his standing as an influential figure whose legacy endures in the art of scent.

Louise Turner

Louise Turner

Louise Turner is a British perfumer known for her refined, modern approach to fine fragrance. Born and raised in Kent, in the south of England, she discovered her love of scent through local wildflowers like honeysuckle and lilac. She was studying medicine when a temporary summer job at Quest, later acquired by Givaudan, redirected her path into perfumery; she joined the company's Paris fine fragrance division in 1996 and became a perfumer there in 2000.

Over the course of her career, she developed fragrances for houses including Carolina Herrera, Chloé, Dior, Gucci, Tom Ford, and Maison Martin Margiela. Her style favors bold yet balanced compositions with a bright, sensual character, often drawing on white florals like jasmine, orange blossom, and tuberose.

Among her most emblematic works is Good Girl for Carolina Herrera, a fragrance celebrated for capturing feminine duality within a sophisticated olfactory structure.

Sonia Constant

Sonia Constant

Sonia Constant is a master perfumer whose career has left a lasting mark on niche and luxury perfumery. Trained at the prestigious ISIPCA school in Paris and at the Givaudan School of Perfumery, she spent more than two decades at Givaudan, one of the most prominent fragrance houses. Her talent shows through iconic creations such as Tom Ford Noir Extrême, Ombre Leather, Narciso Rodriguez for Her Pure Musc, Mugler's Angel Nova, and Jean Paul Gaultier's La Belle, alongside collaborations with houses including Guerlain, Armani, and Van Cleef & Arpels.

Founder of Ella K Parfums, Constant channels an artistic vision drawn from travel, color, and emotion, captured through her Leica camera and notes in a Moleskine journal.

Her style blends sophistication and boldness, distinguished by signature notes like ambroxan and orange blossom, establishing her as an influential figure in modern perfumery.

Scent

Subsections

Aromatic Notes

Source Top Notes Heart Notes Base Notes
Jimmy Choo Mandarin Juice, Velvety Peach Jasmine Sambac, Red Spider Lily Benzoin, Resinoid, Vanilla
Fragrantica Mandarin Orange, Peach Jasmine, Red Lily Vanilla
Parfumo Mandarin Orange Juice, Peach Jasmine Sambac, Red Spider Lily Benzoin, Vanilla

Olfactive Family

Source Family Accords
Jimmy Choo Floral Not specified
Fragrantica Oriental Floral White floral, vanilla, fruity, sweet, powdery, citrus, soft spicy
Parfumo Sweet-Fruity Sweet, fruity, floral, synthetic, creamy, gourmand
According to the standard set by the French Society of Perfumers, I Want Choo falls under the Amber family and, more specifically, within the Floral Fruity Amber subfamily. Its vanilla-and-benzoin base, floral heart, and mandarin and peach top notes all fit this classification.

Scent Evolution

Opening

The opening of I Want Choo was conceived as a burst of joy, an idea that translates into a luminous fruity top where the spotlight falls on two notes playing off each other in contrast.

Velvety peach is the anchor of this phase. It has a soft, silky texture, closer to ripe pulp than to a juicy or tart fruit. Its sweetness is warm and enveloping, without tipping into syrupy territory.

Mandarin juice provides the citrus counterpoint. France's Fragrance Foundation describes this relationship by noting that the mandarin "shakes up" the peach with a fresh spark that adds brightness and a slightly effervescent character.

On skin, the peach tends to come through clearly, while the mandarin reads more like a refreshing accent than a lead note. The heart's florals and the resinous base also start making themselves felt early on, so the transition between phases feels gradual, and the opening comes across as more sparkling than lavish.

Independent reviews:

  • Kate described the opening on Escentual as fresh, sweet, and luminous, highlighting how mandarin juice and velvety peach play off one another.
  • In a separate Escentual piece, Chelsey Edmunds calls it a juicy, sparkling rush, and considers that fruity opening one of the original's defining traits within the I Want Choo family.
  • Best Men's Colognes notes that the peach clearly dominates, the mandarin works more as a citrus nuance, and the floral and resinous notes show up earlier than the official pyramid suggests.
  • Tony Richardson commented on Duty Free Hunter that the peach opening quickly gives way to a floral evolution.
  • Sophie King explained on Soki London that she barely catches a brief fruity facet, since the jasmine asserts itself from the very start.

Parfumo reviews:

  • pudelbonzo describes the opening as ripe peach steeped in mandarin juice, with the fruit leading and the citrus playing a supporting role.
  • KathrynA66 picks up on a realistic, fresh peach, while the mandarin lends just enough tartness to balance the sweetness.
  • Radarlocke01 perceives a ripe peach and barely notices the mandarin, a variation that reinforces how understated that note tends to be.

Fragrantica reviews:

Among Fragrantica users, peach is the most recognizable note of the opening. Descriptions tend to agree on a juicy, creamy, ripe facet, sometimes paired with a sparkling sensation that fits the composition's festive intent.

Mandarin is rarely perceived as the lead and usually shows up as a citrus backdrop that balances the sweetness. It's also common for users to detect traces of vanilla within the first few minutes, reinforcing the sense of a gradual evolution between phases.

That said, some users note that the peach fades quickly or is even hard to detect on their skin, a variation that highlights how much individual chemistry can shape this opening.

Heart

Jimmy Choo built I Want Choo around the red spider lily, a flower the brand describes as "fascinating, almost hypnotic." It's the perfume's conceptual centerpiece, although in the actual smelling experience, it's jasmine sambac that takes the lead.

Its appearance is immediate and assertive. On the Soki London channel, Sophie compares it to the jasmine in Mugler's Alien and Dior's Pure Poison, two references for modern, intense, high-presence white florals. This isn't a background jasmine, nor a particularly delicate one; it's the note that defines the perfume's identity.

The red spider lily plays a more understated role, defined by carnal, vanilla-laced accents that bring warmth and density to the blend, acting as a natural bridge to the creamy base. In practice, several users don't pick it out as a distinct note at all, its presence overshadowed by the strength of the jasmine.

The result is an intense floral heart that gradually gains warmth and sets up the base. The combination of jasmine sambac and the lily's vanilla-tinged nuances forms what Jimmy Choo's official description calls a "bold" accord.

Independent reviews:

  • Kate on Escentual describes the heart as a more addictive, sensual turn from the opening, where the vanilla-like lily and jasmine sambac blend before giving way to the creamy base.
  • Chelsey, also on Escentual, points to the heart as the core of the perfume's identity: a sophisticated white floral that balances brightness and warmth.
  • Best Men's Colognes notes that jasmine is the dominant of the two florals, and that while the brand positions the lily as the centerpiece, it's the jasmine that actually drives the heart.
  • Sophie King clarifies that the jasmine dominates from the start and that the lily, although present, gets overshadowed by its strength.

Parfumo reviews:

  • Radarlocke01 describes the jasmine's arrival as powerful and immediate, tentatively attributing a spicy nuance to the lily.
  • Scentwitch finds it so potent that individual notes become impossible to pick apart, comparing the intensity to some 1990s perfumes.
  • LadyLane83 perceives the heart as soft, floral, and creamy from the start, with vanilla folding in early on.
  • pudelbonzo notes that the jasmine and lily intertwine with delicate elegance, staying approachable despite their intensity.

Fragrantica reviews:

Jasmine is, by far, the most identified note in this phase. Users describe it as enveloping, dense, and highly present, with a profile several compare to other modern, intense white jasmines. Some also pick up a subtle spicy nuance woven into the floral accord, a perception that lines up with several Parfumo users' impressions of the lily's possible contribution.

Another clear trend is the shift toward something creamier and warmer. Several users describe the heart as a floral that gains density over time and sets up the vanilla base.

As a counterpoint, some users find the jasmine's strength a bit much, especially if they're not fans of high-projection white florals. There are also mentions of a powdery or soapy nuance in the transition to the base, a trait some find elegant and others find less appealing.

Base

The base of I Want Choo is where the perfume settles into its most intimate, lasting register. Vanilla and benzoin intertwine in a rich, enveloping combination that heightens the composition's sensuality and gives it an addictive, attention-grabbing character.

Vanilla is the dominant note. Its profile is creamy and enveloping, warmer than it is sweet, and builds in gradually from the earlier phases. It's often described with a texture reminiscent of creamy ice cream with hints of soft vanilla, mildly sweet without becoming heavy. In its final stage it takes on a warmth close to tonka bean, while the jasmine remains noticeable.

Benzoin is what gives the base its depth and distinctive character. Its presence keeps the fragrance from reading as just another vanilla floral in its category, adding a resinous, balsamic dimension that sets it apart. It comes across as creamy and lightly sweet, typically emerging about an hour in and softening the heart's spicier edge, even as the vanilla never quite stands out fully on its own on skin.

Jimmy Choo's official description also lists a resinoid, which could account for some of the resinous depth several reviewers attribute to the overall blend.

The base also shows some sensitivity to climate. In cold weather it comes across soft and elegant, but in warm, humid conditions it can turn denser.

Independent reviews:

  • Kate on Escentual compares the final phase to Givenchy's L'Interdit EDP for its cozy white floral, vanilla-driven character, noting that the base is elegant and long-lasting on skin.
  • Chelsey on Escentual calls the base almost edible, highlighting the addictive warmth of vanilla and benzoin as the perfume's most distinctive close.
  • Best Men's Colognes describes the final phase as dominated by jasmine, vanilla, and benzoin, with everything else reduced to a faint backdrop, and credits the benzoin and resin for giving the perfume a more defined, distinctive character.
  • Tony, writing for Duty Free Hunter, picks up the brand's promotional description, which curiously groups vanilla together with the top notes by stating that the composition "changes from notes of velvety peach and vanilla to a floral twist," rather than placing it in the base as the official pyramid suggests.

Parfumo reviews:

  • pudelbonzo describes the vanilla as wrapping the skin with skill, rounding out the perfume smoothly and without any harsh edges.
  • KathrynA66 highlights the balsamic accord of the final phase and notes that the peach-and-vanilla combination reads as very gourmand, though not enough to place the perfume fully in that category.
  • Radarlocke01 perceives the benzoin as creamy and lightly sweet, and mentions the peach resurfacing in the final phase as a fruity echo; however, they note that the vanilla, their favorite note, never quite comes through clearly on their skin.
  • LadyLane83 warns that the lingering vanilla can turn heavy in the heat, evoking a burnt-down candle on skin in hot, humid conditions.

Fragrantica reviews:

Vanilla is, by far, the most mentioned and celebrated note of the base. Descriptions consistently point to a creamy, warm, enveloping profile that many users translate into gourmand imagery, like vanilla-and-peach ice cream, cream over ripe fruit, or a soft glaze.

The peach doesn't disappear entirely either, resurfacing as a persistent fruity backdrop alongside the vanilla. For many users, this combination is precisely the perfume's standout moment. The jasmine remains noticeable too, though far in the background compared to its lead role in the heart.

That said, some users perceive the vanilla taking on a powdery quality over the hours. Some find that lends a classic elegance; for others, it's the point where the perfume starts to feel heavy. Heat and humidity are the factors most often cited as intensifying that effect, reinforcing the impression that this base performs better in mild or cool temperatures.

Cabecera

Performance

Longevity | Projection | Sillage

How Long Does I Want Choo Last?

Fragrantica users mostly describe it as a fragrance with moderate to long-lasting staying power. It's not typically seen as exceptionally persistent, but it's no fleeting scent either.

  • Longevity Scale: Very Weak, Weak, Moderate, Long Lasting, Eternal

Testimonials shared on Parfumo offer some concrete figures:

  • KathrynA66 gets around 12 hours in cold, dry weather.
  • Radarlocke01 places it between 9 and 10 hours, though the last two hours stay very close to the skin.
  • Scentwitch managed to pick it up 6 hours after washing it off.

Best Men's Colognes puts longevity at right around seven hours on skin, with a bit more on clothing, while Chelsey Edmunds at Escentual places the I Want Choo family at roughly 6 to 8 hours, with stronger persistence on fabric.

Sillage

Projection tends to start out fairly strong before gradually settling down. Among Fragrantica users, moderate sillage is the most common perception, although a significant share consider it clearly heavy.

  • Sillage Scale: Intimate, Moderate, Strong, Enormous

Some Parfumo reviews describe a powerful opening:

  • KathrynA66 recommends going easy on the application given its intensity.
  • Radarlocke01 avoids wearing it at the office around colleagues sensitive to fragrance.
  • Scentwitch finds it especially overpowering.

Best Men's Colognes offers a more balanced take: projection starts out on the upper end of moderate but quickly settles into lighter territory, without becoming a skin scent right away.

What Seasons and Conditions Suit It Best?

Heat and humidity come up again and again as the main factor that can throw off the experience.

Some people particularly enjoy I Want Choo in winter but find it too heavy in hot, humid conditions, so it's not especially geared toward peak summer and tends to perform best in moderate temperatures.

Spring draws the strongest support among regular wearers, followed by fall. Summer also gets favorable opinions, though with more caveats tied to heat, while winter receives fewer recommendations overall.

Chelsey at Escentual notes that the original Eau de Parfum is particularly beautiful for summer and warmer weather thanks to its bright, fruity-floral notes.

What Moments and Occasions Does It Work Best For?

Preferences lean slightly toward daytime wear, though without a sharp divide. Its profile adapts well to both everyday use and nighttime social plans.

I Want Choo really shines in social settings. Recommendations tend to point toward:

  • Nights out and leisure.
  • Dates and casual get-togethers.
  • Parties and celebrations.
  • Everyday wear with a bit more flair.

More conservative professional settings come up less often among the suggestions, mainly due to its intensity in the first hour or two. Even the launch campaign reinforced that festive, carefree image, tying the fragrance to the shared ritual of getting ready before a night out.

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Creation

Perfumer | Philosophy | Composition

How Jimmy Choo I Want Choo Eau de Parfum Came to Be

I Want Choo wasn't born as a brand-new concept. It was the culmination of a slogan the British house had already been using in its fashion collections years earlier.

The phrase first appeared in the Cruise 18 collection, alongside other lines like "Disco" and "Borrowed from the Boys," and resurfaced in force for Pre-Fall 2018, stamped across sandals and sneakers.

By the time the brand turned it into a perfume, the name already carried real weight: a declaration of desire and belonging that had been part of Jimmy Choo's visual language long before any bottle came along to embody it.

Origin and Purpose of the Fragrance

From the start, Jimmy Choo positioned it as a floral oriental fragrance built around the red spider lily, described as a fascinating, almost hypnotic flower, paired with soft vanilla and the sensuality of jasmine sambac.

The purpose spoke directly to the modern woman: to convey desirability, confidence, and glamour, present the perfume as one more piece within the house's fashion universe, and keep it from reading as a product disconnected from the footwear and accessories catalog.

Sandra Choi's Vision as Creative Director

Sandra Choi shared some of the most revealing insight into the philosophy behind the project in a conversation with L'Officiel.

She defined the I Want Choo woman as someone confident, bold, and quick to laugh, and described the perfume as "glamorous, sparkling like a burst of laughter," a piece that embodies the complicity, celebration, and good mood that, in her words, are part of the brand's very DNA.

The creative director also opened up about her own creative process, finding constant inspiration in everyday life through vintage fashion, architecture, music, photography, art, and nature.

In that interview, conducted during the pandemic, she admitted to feeling more attuned to nature as a source of ideas, calling it an endless wellspring of inspiration.

The interview also offers a few personal details that round out the person behind the title:

  • Her favorite olfactory note is eucalyptus.
  • Her go-to sandals are the Pasha, which she associates with summer and vacation.
  • Her most extravagant design was a feathered pair from the Spring/Summer 1998 collection.
  • The shoe she'd pair best with this fragrance, in her words, is the Minny, "the ideal style for a night out."

The Team Behind the Composition

The fragrance was composed by a team of perfumers at Givaudan.

Sources generally credit Sonia Constant, Antoine Maisondieu, and Louise Turner as responsible for the scent, though some references, like Fragrantica, attribute sole authorship to Constant, presenting her as the nose behind the perfume.

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Bottle

Design | Materials | Symbolism

Bottle Design

The I Want Choo bottle moves away from the rounded or square shapes that had typically defined other Jimmy Choo releases. In their place, it introduces a silhouette unlike anything else in the house's catalog: a tall body, a defined waist, and rounded shoulders reminiscent of a classic jug or decanter.

The faceted glass plays with light and lets the liquid show through, a pale peach tone the brand itself describes as delicate and ultra-feminine. That transparency is no accident: the perfume's color is part of the product's visual experience, never hidden behind opaque or tinted glass.

The Cap and Its Finishes

The top of the bottle is crowned by a gold, ball-shaped cap, finished with a small black dot that almost reads as a gem. Just below it, a gold collar with a textured, "hammered" finish carries the brand name in raised lettering.

Despite its metallic look, the actual materials are simpler than they appear. The upper ball is metallized plastic, while the lower collar gets its gold color through a galvanization process.

As Delphine Pommier, marketing and communications lead at Interparfums, explained, both the textured finish and the raised lettering were engraved directly into the manufacturing mold to achieve a harmonious look.

The Logo as a Visual Signature

The bottle's body features the gold "JC" emblem, the same monogram that identifies the brand's handbags and shoes. It's not a standalone decorative touch but a deliberate choice of continuity: the logo was designed to exactly mirror the one found on Jimmy Choo's fashion accessories, reinforcing the link between the perfume and the rest of the house's universe.

As with the cap, this logo is also galvanized plastic rather than solid metal, though its glossy finish achieves the same sense of preciousness typically associated with this kind of detail in luxury perfumery.

Presentation

The perfume comes in a rigid cardboard box in bold red, fully coated in a glittery, shimmering texture. Against that red base, the gold "JC" monogram repeats, followed by the name I Want Choo in gold lettering.

That glittery finish isn't exclusive to this fragrance: it works as a visual code the brand has reused across other releases, helping the line stand out at a glance on the shelf.

I Want Choo comes in three sizes: 40 ml, 60 ml, and 100 ml, with the latter being the most representative and the one most often featured in the brand's official imagery.

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Campaign

Concept | Ambassadors | Narrative

The Face That Reinvented I Want Choo's Party Spirit

When Jimmy Choo unveiled I Want Choo in January 2021, the maison chose not to lean on a single ambassador, but on an ensemble cast.

The campaign, directed by Alvaro Colom with set design by Thomas Petherick, brought together three models, Madison Headrick, Damaris Goddrie, and Yue Han, in a story that turned an apartment into a private club during a wardrobe fitting session.

Shoes and accessories from the house were passed around between the three women as they put together, one look after another, an effortlessly chic outfit, set against an atmosphere the brand itself described as a party before the party.

The concept deliberately tied the perfume to the red-carpet world that has historically defined the brand, distilled into one simple idea: a burst of joy and good humor.

The perfume's name wasn't built from scratch, either. "I Want Choo" had been a fashion slogan for the house since 2017, brought back in force for the Pre-Fall 2018 collection, photographed by Craig McDean with Anja Rubik and Clément Chabernaud.

It had shown up even earlier, in the "Shimmer in the Dark" campaign starring Cara Delevingne for the Cruise 2018 collection, where the model was photographed holding a gold clutch with the phrase engraved on it.

At the time, Sandra Choi, the brand's creative director, described the Jimmy Choo woman as someone untethered and always on the move, an idea of identity the fragrance that later borrowed her name would go on to inherit.

Sandra Choi's Vision Behind the Campaign

It was Choi who, around the time of the perfume's launch, gave L'Officiel one of the most revealing interviews on the thinking behind the campaign.

For her, glamour is "a question of confidence and boldness." She said she draws inspiration from sources as varied as vintage fashion, architecture, music, or simply nature, admitting she'd grown especially attuned to it during the pandemic. Asked who inspires her, she didn't hesitate: "strong-minded people."

On the perfume itself, she described it as glamorous and "sparkling like a burst of laughter," a reflection of the complicity and good humor she says are part of the brand's DNA. And she described the ideal I Want Choo woman as someone self-assured, bold, and quick to laugh.

In its first years on the market, the campaign cemented that festive, carefree image through editorial coverage too: Forbes featured it in Valentine's Day gift guides for its rich, bright, party-ready profile. Various perfumery outlets kept citing it years later, both in 2024 and in 2026 rankings, as a versatile, easy-to-wear option.

From Models to an Actress and Singer

The real image shift came in July 2024, when Jimmy Choo named Victoria Song, the Chinese actress and singer and former member of K-pop group f(x), as the brand's global ambassador and face of the entire I Want Choo line.

This wasn't a sudden addition. Song had been tied to the house since 2018, first as Asia-Pacific ambassador and, from 2019 on, as a direct collaborator with Sandra Choi on a series of limited-edition bags. Her rise to global ambassador was, in that sense, the culmination of a years-long relationship rather than an improvised image play.

The campaign accompanying her appointment was shot in Shanghai by Hekaituoyi and showed the star getting ready for a night out, in clear continuity with the festive spirit that had defined the fragrance since launch.

Announcing the news, Song said she felt honored "to return to the Jimmy Choo family embarking on a new chapter," adding that she admired "the joy, glamour and craftsmanship of the brand," with which she said she always felt confident and empowered.

Sandra Choi, for her part, called her "a friend of the brand for many years" and praised "her talent, energy and style."

At the time of her appointment, Song commanded more than 49 million followers on Weibo and more than 910 million impressions of her name on Xiaohongshu, figures that underscored her weight in the Asian market, one of the most important for the house.

The decision to back a Chinese celebrity wasn't incidental. Philippe Benacin, chairman and CEO of Interparfums, the company that licenses Jimmy Choo's fragrances, had told WWD that the original eau de parfum had done extremely well in the market, a detail that reinforced how much weight the franchise carried as an image play for the house.

A New Handoff: Bai Lu Takes the Baton in 2026

In May 2026, Jimmy Choo announced the promotion of Chinese actress Bai Lu, one of the most-followed figures on Douyin, to global brand ambassador and face of its entire fragrance portfolio, succeeding Victoria Song in that role, as reported by WWD.

As with Song, Bai Lu's rise wasn't a sudden leap: she had been named Asia-Pacific ambassador just a year earlier, in June 2025, when she fronted a campaign shot in Beijing built around the house's accessories, including the Curve bag and the Adeline 60 shoes.

What sets this new chapter apart is the scope of the messaging: while Song's 2024 appointment centered specifically on the I Want Choo line, Bai Lu's 2026 campaign widens the focus to three women's fragrances at once: I Want Choo, I Want Choo With Love, and Jimmy Choo Floral.

Sandra Choi described Bai Lu as someone who "perfectly captures the essence of the Jimmy Choo woman," highlighting her talent and "an effortless confidence that feels unmistakably modern."

The actress herself, in terms very similar to her predecessor's, said she was "excited and honored to embark on a new chapter" with the brand.

I Want Choo was nominated for Female Perfume of the Year at the XV Academia del Perfume Awards 2022, an edition where that category drew 50 contending fragrances, leading organizers to expand the final lineup to 16 finalists.

That same year, the fragrance was also a finalist in the Fragrance of the Year, Women's Prestige category at the Fragrance Foundation Awards 2022, competing alongside Carolina Herrera's Very Good Girl, Gucci's Flora Gorgeous Gardenia, Jo Malone London's Scarlet Poppy Cologne Intense, and Versace's Dylan Turquoise.

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Awards

Awards | Reviews | Recognition

Editorial Recognition

  • The Perfume Society featured it in its Fragrances for Celebrations roundup, describing it as vivacious enough to lift your spirits and effortless enough to deliver instant, ready-for-anything glam.
  • Celia Shatzman picked it for Forbes in her Valentine's Day gift guide of the best new fragrances, calling it "the ideal pick" for the occasion.
  • Joanna Elizabeth placed it among the best spring perfumes for Fashion Gone Rogue, pointing to its enchanting evening allure built around mandarin and red spider lily.
  • Ariel Baker included it in her ranking of the best peach perfumes for Marie Claire, calling it one of the easiest scents to wear on the list and the pick to start with if you're after something crowd-pleasing.

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Variations

Editions | Concentrations | Flankers

The I Want Choo Family

I Want Choo is the reference point of the collection and the most balanced, versatile version of the line. Its combination of fruit, florals, and gourmand notes has cemented it as the family's cornerstone and most recognized offering.

  • I Want Choo Le Parfum: a deeper, earthier take, bringing vetiver into the floral accord.
  • I Want Choo Forever: the most nighttime, intoxicating version, built around black cherry liqueur in place of the original's bright peach.
  • I Want Choo With Love: the most floral entry in the collection, led by rose and peony with less emphasis on the fruity and gourmand facets.

The Competition

The most frequent comparisons place it close to Carolina Herrera's Good Girl, with similarities in jasmine's lead role and in the base of the composition.

Other references come up more occasionally:

  • Coach Dreams Sunset, by Coach: close in the opening, though not an exact match.
  • L'Interdit Eau de Parfum, by Givenchy: similar in its white floral and vanilla base.
  • Libre, by Yves Saint Laurent: comparable for its jasmine presence, though with a more herbaceous profile.
  • Voce Viva, by Valentino: shares the intense white floral-and-vanilla formula and is one of the closest offerings to I Want Choo within this trend.
  • My Way, by Armani: part of the same white floral wave, though built around tuberose.
  • Alien, by Mugler, and Pure Poison, by Dior: worth checking out for anyone who loves intense white jasmine perfumes.

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