TESTING BEFORE INVESTING
Considering that La Petite Robe Noire began its life as a stand-alone Exclusive limited to Guerlain's Parisian boutiques, its success as a global pillar fragrance is astounding. The international launch of La Petite Robe Noire came three years after its debut in Paris, and it's by now Guerlain's most lucrative franchise.
"Making a blockbuster fragrance, there is no recipe for that," says Thierry Wasser, so testing customers' response to a new fragrance locally, before deciding if a massive worldwide ad campaign is worth it, seems like a sound business strategy. We're actually surprised that it's not employed more often. Guerlain didn't use the same strategy for L'Homme Idéal, and it appears that the sales figures don't meet the expectations, given the high costs of the ad campaign. The face of Jon Kortajarena isn't exactly cheap.
Guerlain still has a few boutique Exclusives whose popularity is being tested, so who knows if one of these eventually will end up as a new world-famous Guerlain fragrance?
Shown here is the latest limited edition bottle for La Petite Robe Noire, featuring fifteen different label designs. Read more about the different versions of La Petite Robe Noire
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