Perfumer Jean-Paul Guerlain, who (mostly) retired from the Guerlain house in 2002 (and who was fined in 2012 for racist remarks made during an interview in 2010), will join French perfumery start-up My Exclusive Collection:
"People will always be passionate about French perfumes and their international reputation is still very strong”, says Stéphane LAFFONT-REVEILHAC, President of "My Exclusive Collection", a French start-up specialising in luxury products and perfumes. Convinced of the power of the French "savoir-faire" in creating exceptional perfumes, he decided to contact Mr Jean-Paul GUERLAIN*, one of the most famous Noses in the world. Jean-Paul GUERLAIN could not resist taking up the challenge as a perfume creator again.
"Perfume is the most intense form of memory. It must be a promise of happiness. It also represents beauty, elegance, a touch of luxury, a personal and intimate journey,” said Jean-Paul GUERLAIN.
"Our aim is to restore the actual essence of traditional perfume creation and French craftsmanship with a collection of modern fragrances linked to today's world: universal, connected and ethical. A perfume is a work of art which must go through time and space against the grain of current trends dictated by the marketing and financial performance.” confirms Stéphane LAFFONT-REVEILHAC.
The first perfumes for Men and Women will be released at the beginning of 2017. Produced in France, respecting the highest level of bioethics and sustained development, the perfumes will also be included in a line of cosmetics and products for facial and body care. The collaboration between "My Exclusive Collection" and Jean-Paul GUERLAIN is a true innovation in the perfume world.
(via press release)
Wow, weird to think of a Guerlain involved in something like this. My Exclusive Collection is such a banal and cheesy name, they couldn’t come up with anything better?
The name is really really really bad — it is hard to believe. The term “start up” makes me wonder if they are in fact not fully funded yet though — maybe somebody will convince them to change it.
Let’s hope so!
Cheesy names have always been guerlain specialties, so it seems very Guerlain this new name for a new brand. Think of Mon Precieux Nectar (My Precious Nectar) or Mon Exclusif for instance.
I could care less about the name if they do deliver what they are promising. To think of Jean Paul Guerlain having freedom again to do what Guerlain should have been doing and it’s not seems like a dream coming true.
Perhaps.
I’m intrigued, but feeling suspiciously like this will be totally inaccessible to me either because of distribution or price. Apparently if I even see the name Guerlain, my heart flutters. But I completely agree with everyone about the name being terrible.
It’ll be interested to see what he comes up with. I agree the name is dumb.
I don’t care about the name, as long as Monsieur Guerlain comes up with something classy, which I have been missing greatly ever since LVMH took over. Rose Barbare and Guet-Apens excepted, but the rest:
baah. I am not at all into Thierry Wasser’s style.
“A perfume is a work of art which must go through time and space against the grain of current trends dictated by the marketing and financial performance” …
Let’s hope that this will actually be true and the fragrances will be really good. Likely way out of my price range, but I have hope for their artistic vision!
I don´t understand, is that the name of the new brand or the line for the new brand?
So far as I know, the name of the brand. But not sure the brand really “exists” yet.
the old racist should stay retired.
Shame that he did not bow to the same noble sentiments when he was selling Guerlain all those years ago…