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GUERLAIN'S CEO CONFIRMS: MON GUERLAIN IS NOT A NEW SCENT


After much debate about whether Mon Guerlain is a new composition or a rerelease of a pre-existing fragrance, Guerlain's CEO, Laurent Boillot, lifts the veil, saying that the scent had already been for sale for some years.

In a recent interview on French television, Boillot explains that what we now know as Mon Guerlain began as a vision to have a blockbuster fragrance that could be Guerlain's "manifesto to the world", with broad appeal to all types of women across the planet. After almost two centuries of mainly serving a regular French clientele, Guerlain wants to be a player on a huge, international market. Boillot says that it took 300 trials in the lab to arrive at a satisfactory composition, after which the fragrance was launched at Guerlain boutiques in 2015 (under the name Mon Exclusif) to test its popularity with real customers.

"We chose this fragrance because it was very well received," says Boillot. It wasn't until then that Guerlain began developing the ideas for a bottle and a marketing campaign, and eventually Angelina Jolie came into the picture. "After five years without a celebrity face, we have surprised the luxury industry by choosing someone who has rejected to be the face of many houses before signing with Guerlain." We learn that Angelina Jolie has in fact nothing to do with the fragrance itself, and that her only link to the brand is a childhood memory of her mother using a Guerlain face powder.

The idea of turning a former limited edition into an international mainstream fragrance is not new to Guerlain. The same thing happened to La Petite Robe Noire when it went global in 2012 after a three-year trial period at Parisien boutiques. "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. See the interview with Laurent Boillot
(March 2017)


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