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From G17 to Mon Guerlain: A new feminine scent is born

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Few companies know more about perfume than LVMH-owned Guerlain. With a history spanning close to 190 years, the house has produced many fragrances over the years, including favourites Shalimar and La Petite Robe Noire. Now the company has a new feminine scent, Mon Guerlain, and a new muse (Angelina Jolie) in its repertoire.

Paying tribute to contemporary femininity, Mon Guerlain will be launched worldwide (including airports) on 1 March. The scent is available in several sizes: 15ml (traveller-exclusive), 30ml, 50ml and 100ml.

Speaking at the launch event, Guerlain President & CEO Laurent Boillot noted the house’s global ambitions for the fragrance: “We have an international vision for Mon Guerlain and are targeting full expansion of the globe. We are going to speak to so many consumers in the world who don’t even know who we are.”

To ensure nothing was leaked about Mon Guerlain, the scent was referred to during development by its cryptic code name ‘G17’. Guerlain’s aim was to create a fragrance that represents a portrait of women today, linking to the idea that a perfume is like an invisible tattoo on skin.

Mon Guerlain, created by Guerlain Master Perfumer Thierry Wasser and Delphine Jelk, features the signature tahitensis vanilla note found in other Guerlain fragrances such as Shalimar, Habit Rouge and Jicky. Carla lavender, typically a masculine note, infuses tahitensis vanilla with freshness and purity. Other notes include sambac jasmine, which links vanilla to lavender, and santalium album sandalwood.

In Guerlain’s words, Mon Guerlain is “a fragrance for women who defy categorisation, who embrace all that life brings and all sides of themselves, who are comfortable in their own skin and whose guiding spirit is to be true to themselves and to live a life of use to others.”

Simplicity and pure are words that come to mind when describing the Mon Guerlain bottle, which wouldn’t look out of place in an alchemist’s lab. A revamped version of the 1908 quadrilobe bottle, the flacon features sharpened top lines and a gold ring.

Now to the muse: Angelina Jolie. Some might say she was a natural fit for the Mon Guerlain muse due to her love affair with Guerlain beginning many years ago when her mother wore a Guerlain powder. Guerlain approached Jolie in December 2015 when Laurent Boillot visited her in Cambodia, where she was directing her film First They Killed My Father.

The perfume’s advertising film is set in beautiful Provence, France, where Carla lavender is grown and harvested. Jolie breezes through a country house in a white dressing gown before changing into something more glam. The ad visual features Jolie in dark shadow, with her back tattoos visible – linking back to the idea of Mon Guerlain as an invisible tattoo.

 

Helen Pawson
written by: Helen Pawson
Helen is Brands Editor at The Moodie Davitt Report. When she isn’t on a plane to attend the latest travel-related launches, she can be found (nervously) watching Leicester City FC or in search of the sun.