FROM "VERY FRENCH" TO INTERNATIONAL HIGH PROFILE
Guerlain's transition from being "very French" into an international high-profile brand was set in motion in 2005 with the opening of Maison Guerlain where whole new perfume lines were announced. In step with the market's increasing interest in luxury, Guerlain's creative speed has accelerated considerably over the past two decades, from one perfume every four years to ten new formulas annually. After some difficult years Guerlain has found its way, not least with the worldwide launch in 2012 of La Petite Robe Noire, which since then has spawned a number of flankers.
In 2009, in the wake of the financial crisis, Guerlain worked out a vast development plan that included a revived image of the flagship perfume Shalimar, a higher and more communicative visibility on social media, a strengthened position in China, Russia and the Middle East, an extensive renovation of Maison Guerlain, and an overall ambition to be the leading perfume brand in Paris ahead of Dior and Chanel. According to Guerlain's president, Laurent Boillot, there's a potential for having between twenty-five and thirty Guerlain boutiques inside Paris, and he wants Guerlain to be "the haute couture of perfumery".
However, meeting the complex demands of today's mass market while staying creative isn't an easy job. "Today, we are sitting on two chairs — the heritage chair, and the new chair — and both feel somewhat uncomfortable," says Thierry Wasser.
Some images courtesy of guerlain.com
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