The perfume is constructed as floral-woody and it was created by perfumer Ann Gottlieb of Givaudan. The composition opens in a foamy and dashy way, with notes of Italian lemon, bergamot, Tunisian neroli, green pear and aquatic plum. The heart incorporates gentle gardenia petals combined with pink pepper and violet leaves on a base of cedar from Texas, incense, vetiver and velvety musk Downtown arrives in four sizes of flacons and will be available as EDP. Besides the perfume, the collection also includes body lotion, body bath, body mist–body fragrance. Actress Rooney Mara was selected as face of the campaign, which will include TV clips directed by David Fincher and a photo campaign photographed by Jean-Baptiste Mondino. The nose behind this fragrance is Caroline Sabas.