On the whole, I can't say I'm a fan of marketing campaigns that surround a fragrance launch. Of course they can be incredibly successful in attracting a captive audience, but I ask myself "when is enough enough? When does the consumer get savvy? A good campaign can never be underestimated though: look at what Guerlain have done with La Petite Robe Noire for instance - some duo-coloured brushstrokes in fanciful poses have perfumistas clambering over one another to buy the latest bottle. A clever tactic to ensure multiple purchases, but let me ask you: in all honesty, how many more bus stops or billboards depicting little Miss Black Dress can you pass before *actually* considering topping yourself?
Still, the success of the La Petite Robe Noire campaign will be hard to duplicate, and now, as the world anticipates the launch of the first new commercial Guerlain masculine in 6 years; L'Homme Ideal, we have great expectations. And the marketing gurus chez Guerlain know it.
Anyway, I'm not here to grumble... there is a silver lining to this story, and that is my opinion of the packaging and the perfume. Hats off! High fives! Fist bump! (Insert awkward hip-hop handshake here). To my delight, Guerlain have delivered a product that is new and interesting and remains faithful to the brand. Perfumer Thierry Wasser has manifested a fragrance which feels contemporary, but without losing sight of the masculine ancestors that came before it. Presented in a beautiful faceted glass flacon with matte black painted edges, the bottle feels like a natural evolution of the original square Habit Rouge flacon. The graphics on the box look stylish and contemporary, and evoke thoughts of QR Scan barcodes - very much in keeping with modern technology.
If one is pressed to trace it's ancestry and draw comparisons, where I feel L'Homme Idéal resides in the Guerlain lineup, is somewhere between Heritage and L'Instant Pour Homme. The trio share the same olfactory temperature... it borrows crisp autumnal woody aromatic nuances from the former, and creamier, saccharine tones from the latter. This being said, L'Homme Idéal is sufficiently individual to be enjoyed irrespective of the other pair.
The new Guerlain is due to launch on June 23rd 2014 - just as the European summer takes flight. This is curious to me, as I find L'Homme Idéal er, ideal in the autumnal southern climate right now. It will be presented in 50ml and 100ml sizes with ancillary products offered at select retailers.
Three Sorcery of Scent readers will each win one carded spray sample of L'Homme Idéal. To enter the draw, simply leave a comment in the comments form below, telling me why you would like to try L'Homme Idéal.
For an additional chance to win, leave a comment on the Sorcery of Scent facebook page too.
Winners names will be published both here and on Facebook on Friday June 13th.