DISCONTINUATION ISNT SUCH A NEW THING In 2014, Guerlain has told us that the following perfumes have gone out of production: LInstant Magic Parfum, Véga, Sous le Vent, the Une Ville, Un Parfum collection, Shalimar Parfum Initial and Idylle Eau Sublime. Discontinuations often elicit disappointment and suspiciousness, therefore Guerlains PR department has this standard reply on the topic: The Guerlain history is made up of almost 800 olfactive creations, but unfortunately it is impossible to keep them all. The addition of new perfumes and cosmetics requires a renewal of the selection. In the Jacques Guerlain era, there was no such thing as a marketing department or an advertising campaign, and perfumery didnt have the commercial constraints and controlled output as it does today. Therefore, back then, selection changes were as common as they are today. Jacques Guerlain enjoyed almost total creative freedom, while his brother, Pierre, decided which products to push and which to withdraw, explains Will Inrig, research intern at the Osmothèque. Jean-Paul Guerlain wrote that his grandfather worked like a painter at his easel. And when a creation was finished, he would choose a bottle and put the new perfume on sale in the boutique. As simple as that. Almost everything that Jacques Guerlain created was swiftly offered for sale, and he reacted with correspondingly little regret when his less successful fragrances were abandoned. Natural selection has narrowed the classic Guerlain catalogue down to just seven of his most unique perfumes. Find more Guerlain articles below.
Posted on: Wed, 21 Jan 2015 20:00:16 +0000
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