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CHINESE GUERLAIN


One of the world's most rapidly growing markets, China has become an excellent opportunity for European luxury brands to increase their global market shares. It's estimated that the number of upper middle and high-income Chinese, mainly clustered in urban areas, will grow to more than a third of the country's vast population by 2030. And now it's Guerlain's turn to collect some Chinese yuan. The brand recently opened a Guerlain Parfumeur boutique in Shanghai, as well as an exhibition called "In the Name of Love", hoping to make its olfactory art known to the Chinese.

"Two years ago we made the decision to expand internationally," says Guerlain's CEO, Laurent Boillot, to Chinese nationalist newspaper Global Times. "China is now our highest priority, then Russia, the Middle East and Europe. We are expanding globally based on one priority — fragrance."

Boillot also reveals that the company plans to build an innovation centre in China next year, in order to be closer with Chinese consumers. "There are obvious differences between Chinese and Western consumers. Chinese have different tastes and different usage attitudes," Boillot explains.

Photo from Guerlain's LinkedIn profile. Read more
(September 2017)


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