- Coach has launched Coach Cherry Parfum, a New York City-inspired scent with notes of cherry, mandarin, pink pepper, patchouli, and tonka, fronted by actress and brand ambassador Storm Reid.
- The fragrance, priced at $105 for 50ml, is available at Ulta Beauty, Macy's, Dillard's, coach.com, and Amazon, and was inspired by Coach's viral 2024 cherry bag charm.
- This is Reid's second Coach fragrance campaign, following her Coach Gold Parfum debut in summer 2025, since being named the brand's women's fragrance ambassador in April 2025.
- Coach simultaneously unveiled Coach for Men Pure Platinum Parfum, fronted by fellow ambassador Omar Apollo, as part of the brand's broader Gen Z fragrance push.
Storm Reid is fronting Coach’s newest fragrance, Coach Cherry Parfum, in a campaign that launched mid-April 2026. The Emmy Award-winning actress, known for her role as Riley Abel in HBO’s The Last of Us, has been Coach’s women’s fragrance ambassador since April 2025.
Coach Cherry features notes of cherry, mandarin, pink pepper, patchouli, and tonka. The scent was born from Coach’s viral 2024 cherry bag charm.
Creative Director Stuart Vevers called Reid the perfect embodiment of the fragrance’s “bright confidence.” Priced at $105 for 50ml, it’s available at Ulta Beauty, Macy’s, Dillard’s, coach.com, and Amazon.
This marks Reid’s second Coach fragrance campaign, after Coach Gold Parfum in summer 2025, and her third major Coach collaboration overall, having also starred in the brand’s Spring 2026 “Explore Your Story” campaign. Outside of Coach, she has also partnered with Adobe Acrobat.
Coach launched Coach for Men Pure Platinum Parfum simultaneously, fronted by fellow ambassador Omar Apollo. The brand has also previously tapped Ice Spice across campaigns.
The dual fragrance rollout reflects the industry-wide celebrity-first fragrance trend, similar to Hunter Schafer’s recent Mugler Angel Blush Eau de Parfum campaign. Coach doubles down on star-powered beauty, mirroring the buzz generated when Sabrina Carpenter teamed with KISS for its “Pretty Girl Parlour” festival experience.
Takeaways
Coach isn’t just selling perfume, it’s selling a generation. By leaning into Storm Reid’s cultural currency (Emmy winner, Euphoria and The Last of Us alum, Gen Z fashion darling) for a scent literally inspired by a bag charm that went viral on TikTok, Coach is showing just how deliberately it is threading the needle between heritage brand and digital-age relevance.
The dual launch with Omar Apollo — another Gen Z tastemaker, makes this less of a one-off campaign and more of a full-court fragrance strategy.
Interparfums, which licenses Coach’s fragrance portfolio, clearly sees younger consumers as the next big fragrance buyer, and Coach Cherry’s accessible $105 price point keeps the aspiration real without locking anyone out. This is what smart brand-building looks like in 2026.
With Coach now running dual Gen Z-targeted fragrance campaigns simultaneously, can the brand sustain that kind of cultural momentum without diluting either ambassador’s impact? As celebrity-backed fragrance campaigns become the norm from Mugler to Coach, what will it take for a scent to actually break through on its own merits?
