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TODAY’S STORY ABOUT TODAY’S WOMAN


"We're fighting against the big houses with the same weapons," Guerlain's CEO, Laurent Boillot, said in a recent interview, thereby explaining why we see fragrance brands pursuing the same ideas.

The uniform trends are not limited to the actual fragrance formulas, but also apply to the PR stories created around them. This year, it seems popular to make a tribute to womanhood. Interestingly, brands completely agree on what are the characteristics of "the woman of today".

Take Hugo Boss's new Ma Vie Florale, which comes with more or less the same PR and buzzwords as Mon Guerlain, although the Boss story is overall less elaborate than Thierry Wasser's version which includes references to the feminist movement and the developing countries. Where Boss uses the word "simple" to describe the modern woman, Guerlain says "truth", "spontaneity" and "simplicity"; where Boss says "conscious involvement", Guerlain says "outspoken"; and where Boss says "strong" and "independent", Guerlain puts "resilience" and "power". What the Boss story lacks is Guerlain's "motherly love", embodied by the scent of vanilla. That's probably only because Ma Vie Florale is a fresh fragrance, whereas Mon Guerlain is a gourmand.

So, when will we see Mon Guerlain Floral?
(March 2017)


Some images courtesy of guerlain.com and hugoboss.com


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