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JEAN-PAUL GUERLAIN TO CREATE PERFUMES FOR NEW BRAND


A French startup specializing in perfumes and luxury announced its arrival Wednesday May 4. Called My Exclusive Collection, the company has asked Jean-Paul Guerlain to create a series of fragrances for women and men. Jean-Paul Guerlain retired in 2002, but continued as a consultant to Guerlain's creations and raw materials. In 2010, he was forced to give up any connection with the Guerlain brand due to an unfortunate remark made on public television. "Jean-Paul Guerlain couldn't resist his desire to be active as a perfume creator again," the press release says. The new company's first perfumes will be released at the beginning of 2017.

"People will always be passionate about French perfumes and their international reputation is still very strong," says St├ęphane Laffont-Reveilhac, CEO of My Exclusive Collection. "Our aim is to restore the actual essence of traditional perfume creation and French craftsmanship with a collection of modern fragrances linked to today's world." His vision is to have perfumes that "go through time and space against the grain of current trends dictated by marketing and financial performance".

To have a retired Guerlain master nose working for another brand is a bit of a shock, or at least a break with tradition. The Guerlain image is built on family heritage, a unique olfactive signature passed on from generation to generation and preserved within the company, even today. The new situation begs the question if we will suddenly find the Guerlinade sold under a new brand name. Read more
(May 2016)


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