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INFLUENCER MARKETING: JEREMY BEATS JOLIE


Influencer marketing has expanded exponentially over the past two years, as the more traditional advertising channels such as television, print and desktop ads are becoming less impactful and profitable. Modern day consumers want authenticity and personal interaction, and they trust recommendations from a third party more often than a brand itself. In addition, working with a social media influencer is much cheaper for brands than creating an ad campaign.

Being the internationally least well-known of the big mainstream fragrance brands, Guerlain of course has chosen to follow this marketing trend. In 2016, the brand hired 26-year-old Chinese influencer and movie star Yang Yang to boost sales in China, while 28-year-old German vlogger, model and entrepreneur known as Jeremy Fragrance was recently invited on a guided tour with Thierry Wasser at Guerlain's factory to influence his more than 300,000 Youtube followers to purchase Guerlain instead of competitors Dior and Chanel. Jeremy's interactive style as well as his frequent references to sex and dating in his fragrance reviews have proved very popular among his young fans.

The result speaks for itself: while the Angelina Jolie video for Mon Guerlain Florale has elicited 2,500 likes and 80 comments, Jeremy’s video from his visit to Guerlain has received 2,700 likes and 700 comments. Jeremy’s video about the "Top 5 Sexiest Women Perfumes 2017", in which he chose Mon Guerlain as the absolute winner, had 21,000 likes and more than 2,100 comments.

The next step for Guerlain must be to team up with social media influencers from Russia, the Middle East, and the US. See Jeremy Fragrance's Guerlain video
(April 2018)


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