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GUERLAIN GETS INTO HIGH GEAR


Guerlain has never been busier than it is today.

In just four months, the brand has launched twelve fragrances and inaugurated two new international boutiques, and much more is about to come. According to Guerlain’s CEO, Laurent Boillot, while Guerlain is currently only known to an elite group, "every woman and man in the world should have access to Guerlain." He plans to open 100 Guerlain Parfumeur boutiques worldwide within ten years. "I find it hard that we are leaving room for other niche brands to pretend that they are the Guerlain of the modern time," says Boillot. "In that regard, we just want to take our seat back." He also explains that Guerlain is fighting against the big houses with the same weapons. "We sometimes use the cinema term 'blockbuster'. Mon Guerlain is certainly designed as a blockbuster," he says. Boillot’s stated ambition is to make Guerlain the leading perfume brand in Paris, above Dior and Chanel.

Paris-based American journalist Dana Thomas comments in her book, "Deluxe: How Luxury Lost Its Luster," that the radical acceleration in creation, production, and marketing of high-end brands represents a "McDonaldization" of something that formerly had an exclusive and artistic aura. However, LVMH president Bernard Arnault asserts that, "people do not understand that success stems from the cohabitation of two contradictory spirits: the artist's vision and the logic of worldwide marketing."

On a side note, Louis Vuitton banned Dana Thomas from all of their future runway shows after she said that they were "the McDonald's of the luxury industry." Photo from the production of Mon Guerlain EdP Florale at Guerlain's factory at Orphin.
(May 2018)


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