PERFUMES BY JEAN-PAUL GUERLAIN




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DIMINISHING DIVERSITY


At Guerlain it's not only what's on the inside that counts. A perfume's bottle is just as important as the scent itself, designed expressly to tell a story about the creation within it. Guerlain is well known for its great variation in bottle designs, and no other perfume house can boast such a prolific output of different bottles. As a rule, each fragrance has come with its own unique bottle to give it a visual identity.

Guerlain would sometimes even add to the selection with special one-off bottle editions of an existing fragrance. An example of the latter was a limited edition from 1994 of Chant d'Arômes and Parure Eau de Toilette, pictured below. In recent years, however, the brand has reversed its stance and started to reduce the variety of designs, by reusing the same bottle for different scents. Thus several bottle designs have stopped being produced, such as the Jardins de Bagatelle bottle, the leather-clad bottle for Habit Rouge Eau de Parfum, the ribbed Vetiver bottle, and the bottles for Héritage, L'Instant de Guerlain Pour Homme, and Guerlain Homme. This is obviously an effective way of saving manufacturing costs. At the same time, maybe Guerlain aims at a more streamlined and homogeneous look across its line of bottles, as we know it from niche perfumery. For instance, the same bottle is used for the L'Art & la Matière line, Les Elixirs Charnels, Les Déserts d'Orient, and Parfum du 68.

(July 2016)


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