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25TH ANNIVERSARY: THE BEE SPRAY STILL GOING STRONG


This year, Guerlain completes a major changeover of the look of its feminine fragrance range, moving all EdT and EdP into the bee atomizer, save L'Heure Bleue, Mitsouko, Shalimar, Aqua Allegoria, La Petite Robe Noire, Terracotta Le Parfum, Mon Guerlain, and the Exclusives.

In order to break the visual monotony of having twenty bee atomizers lined up next to each other, half of them come with frosted glass, distinguishing those scents that Guerlain now categorizes as "Contemporary" (as opposed to "Patrimony"), namely Samsara, Champs-Elysées, Insolence, L’Instant de Guerlain, L’Instant Magic, and Idylle. It's the first time that Guerlain officially says that there's a dichotomy between its patrimony and its contemporary creations, as if the patrimony went out of style at some point in the 1980s. In particular, it's surprising to learn that Jean-Paul Guerlain's Samsara is no longer considered to be part of the brand's patrimony.

Launched in 1992, the oval-shaped atomizer version of Guerlain's iconic bee bottle was initially meant for the brand's classic Eaux Fraîches: Eau de Cologne Impériale, Eau de Cologne du Coq, Eau de Fleurs de Cédrat, and Eau de Guerlain. However, it was subsequently used for various EdT, like Petit Guerlain, Après l'Ondée, Chant d'Arômes, Mouchoir de Monsieur, and Parure, and in 2013 it replaced the Jardins de Bagatelle EdT and EdP bottles. The bee atomizer has also been used for the limited editions L'Insolente and Place Rouge, as well as for the home fragrances. See chart below.

(July 2017)


Some images courtesy of guerlain.com


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