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BLACK IS THE NEW BLACK — PERFECTO!


Guerlain launches a new fragrance in the La Petite Robe Noire series. Called Black Perfecto, it's featured in an all-black version of the heart-shaped stopper bottle decorated with little studs and a circular "leather" label. The name, a hip mix of English and Spanish, is borrowed from one of the shades in the LPRN makeup line, a dark plum colour, itself named after the classic Perfecto motorcycle leather jacket by Schott NYC. It echoes the original 2009 La Petite Robe Noire campaign, which was inspired by rock ’n’ roll. The Perfecto motorcycle jacket was made popular by Marlon Brando, who wore it in the outlaw biker movie The Wild One (1953).

In colour psychology, black is associated with power, authority, prestige, formality, elegance, and mystery. Black is therefore an effective marketing tool in the beauty and fashion industries. Except for La Petite Robe Noire, Guerlain hasn’t created many fragrances with the word "black" or "noir" included in the name, however, the brand has had its fair share of black bottles (pictured above). From the top, left to right: the Liu bottle (1929), the Shalimar Black Mystery bottle (2007), the L’Instant Magic Elixir bottle (2009), the black tortoise bottle for Le Parfum du 68, also called Le Passeur du Temps (2013), the Cristal Noir et Cannetilles bottle for La Petite Robe Noire (2014), the Mon Habit Rouge Taillé sur Mesure bottle (2014), the Santal Royal bottle (2014), the 2016 edition of Habit Rouge Dress Code, the black version of the coloured bee bottle (2016), and the “fashion show” bottle for La Petite Robe Noire (2017).

Now, we only need an all-black version of the L’Homme Idéal bottle, which certainly would look classy.
(April 2017)


Some images courtesy of guerlain.com


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