While Guerlain replaces the refillable golden canisters with the standard bee atomizer, the brand also introduces a new label design for the quadrilobe Parfum bottle. It matches the new bee atomizer label, which is solid-coloured and features the Sun King logo.
The quadrilobe bottle was created in 1908 by Aimé Guerlain’s brother, Gabriel, for the perfume Rue de la Paix. This scent was the only one ever issued by Pierre Guerlain, Jacques’ older brother. The stopper of the bottle looks like a quatrefoil ("quadrilobe" in French) or a champagne cork. Today, the quadrilobe bottle is mainly known as the bottle for Jicky, but it was really a standard bottle, having contained most Guerlain fragrances, and the label often varied for each edition. The original label design persisted however, with only minor design changes being made throughout the decades.
The original label was framed by a laurel garland, and had both the perfume’s name, the brand name, and Guerlain’s address on the rue de la Paix printed on it. When the Champs-Elysées shop opened in 1914, the address on the label was changed accordingly.
Eventually, as Guerlain opened up more and more shops, the address was deleted from the label. Also, the brand name logo was modernized and moved from the top of the label to become more visible at its bottom.
The new quadrilobe label is bigger than the old one, covering most of the bottle’s front facet, and the design is much more streamlined. The laurel garland has been removed, and the size of the writing is significantly reduced. The clean geometric Futura font, which was first used by Guerlain in the 1930s and reintroduced in 2014 for L'Homme Idéal, Shalimar Souffle de Parfum and Terracotta Le Parfum, is now applied to the perfume’s name, while the brand's name is written in the rounded cursive script that Guerlain employs for some of its presentations. The cursive brand logo dates back to the Belle Epoque era, and you can still see it on Maison Guerlain’s facade. Finally, the Sun King logo, which had a comeback in 2013, embellishes the upper part of the label, partly masked by the silk tassel. Read more about Guerlain's bottles
Photo of the new label by emmy_withlace on Instagram.
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Some images courtesy of guerlain.com