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MON GUERLAIN: CAN A MAINSTREAM FRAGRANCE REALLY BE "MINE"?


Guerlain reveals that the brand has hired American actress, celebrity and humanitarian Angelina Jolie to promote the forthcoming fragrance launch, called Mon Guerlain. With her nearly six million followers on Instagram, Jolie — who has been cited as Hollywood's highest-paid actress — will no doubt contribute immensely to Guerlain's popularity and brand awareness worldwide. Jolie has stated that she will donate her fee from Guerlain to charity. However, the reactions to Guerlain's sneak preview on social media are mixed, to say the least.

The name of the fragrance, Mon Guerlain, is born out of a marketing strategy that promotes everything as being "mine", such as Mon Précieux Nectar, Ma Première Robe, Ma Robe Sous le Vent, Mon Habit Rouge Taillé sur Mesure, and Mon Exclusif. This in turn reflects an individualistic Western culture and the quest for exclusivity and uniqueness. But what is really less exclusive and unique than a global mainstream fragrance?
(January 2017)


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