In the 170th anniversary year of 1998, Guerlain started a new tradition of making perfumes with temporary availability, meant for a specific occasion and sold in collectible presentations. The first three such were Muguet, Quand Vient l'Été, and Guerlinade, all of them new fragrances with no resemblance to their historic namesakes. At that time, Guerlain's pricing policy was far more reasonable than it is today, so that an exclusive edition could actually be afforded by collectors with a normal income.

"One of my dreams, which I couldn't live out, was to renew the 'haute parfumerie', to copy the universe of haute couture, where each woman could be proud to own a perfume created for her alone," Jean-Paul Guerlain explained. "Utopia, of course, because the structures of today's society and the fierce competition cannot sustain it. Still, we have begun this play of exclusivity by launching perfumes in limited edition as poetic celebrations."

Also, in 1998 Jean-Paul Guerlain created a fragrance specially for Marie Claire magazine as a Christmas gift to its readers, a rich solar floral presented in a reissue of the 1934 Sous le Vent bottle. This fragrance was reused and renamed for another special edition the following year, namely Belle Époque, made to commemorate the 150th anniversary of Harrods in London and featuring a reissue of the 1948 Fleur de Feu bottle. The packaging of Belle Époque was similar to that of Guerlinade, an octagonal box inspired by the Ode box (1955).

Subsequent limited editions included Les Cœurs de Chamade (1999), Cherry Blossom (1999), Guet-Apens (1999), Philtre d'Amour (1999), Metallica (2000), Purple Fantasy (2001), Secret Intention (2001), Plus Que Jamais Guerlain (2005), Nuit d'Amour (2006), and Quand Vient la Pluie (2007).
(October 2017)

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