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FANS DON'T BELIEVE GUERLAIN DIDN'T REFORMULATE


One of Guerlain's perfumers recently published a statement, saying that none of the brand's newly repackaged fragrances have been reformulated as of lately. It's a widespread belief among perfume enthusiasts that a new bottle design means that the juice must be reformulated as well, but Guerlain's perfumer emphasizes that repackaging does not mean reformulation, and that any perceived olfactory differences are merely due to the psychological effect of a new visual appearance. This statement comes after several customers had complained and returned a fragrance they had just purchased, claiming that the scent had changed.

Yet many people remain skeptical. "I still have my doubts," says Silvia Sotis, one of Monsieur Guerlain's readers. She has been using L'Instant Magic since 2007, and bought her latest bottle around a year ago. Upon testing the rebottled L'Instant Magic, she feels that the scent is now less rich and long-lasting. "And I'm not the only one who thinks that," she says. "Even my local perfume retailer does. And he has been selling Guerlain since the 1990s." Another reader, Ekaterina Elyutina, puts it bluntly: "I don’t trust official statements. I trust my nose." She owns several bottles of Samsara and thinks that the new juice smells like "a bad joke".

So there we have it. Fragrance companies are notoriously secretive about their reformulations, which leaves room for speculation and rumours, and official statements only serve to reinforce the suspicion that something is swept under the carpet. It seems that brands need to reconsider how they communicate what they do if they want to be taken seriously by today's well-informed, highly educated, and inquisitive consumers.
(November 2017)


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