LVMH-owned beauty and fragrance house Guerlain has revealed the refreshed Aqua Allegoria Collection, which has been reformulated to contain up to 95% natural-origin ingredients. The line underscores the house’s commitment to sustainable innovation and is now available in global travel retail.
In a Guerlain first, Aqua Allegoria has been made exclusively with alcohol from organic farming. The beetroot alcohol is produced in Chartres, France and farmed using environmentally-friendly agricultural methods.
Guerlain has also created sustainable supply chains so that all raw materials are traceable, renewable and protect biodiversity. All the house’s suppliers are controlled by the independent organisation Union for Ethical BioTrade (UEBT), which Guerlain has been a member of since June 2021. Through its membership, the beauty house has committed to ensuring that 100% of its 40 key raw materials are produced via sustainable supply chains.
The Bee Bottle, a Guerlain signature for over 170 years, has been redesigned into a refillable format made with 15% recycled glass.
The flaçon’s golden elements have been optimised with an enhanced spray nozzle, matched with a 200ml non-drip refill. The refill is compatible with Aqua Allegoria’s 75ml and 125ml formats. According to Guerlain, the refill bottles minimise carbon emissions by -60%, reduce glass use by -24% and plastic use by -44%.
In addition, Aqua Allegoria has welcomed a new scent, Nerolia Vetiver. The scent was created by Guerlain Master Perfumers Thierry Wasser and Delphine Jelk and contain over 95% natural-origin ingredients.
The fragrance was inspired by the Mediterranean scents in island of Ischia in Naples. It is centred around Calabrian Neroli heart notes and opens with zesty petitgrain and basil top notes, with fig accord and vetiver base notes.
Nerolia Vetiver joins 12 other fragrances in the Aqua Allegoria line. These are Nettare Di Sole, Flora Salvaggia, Rosa Rossa, Flora Cherrysia, Pera Granita, Granada Salvia, Mandarine Basilic, Pampelune, Bergamote Calabria, Orange Soleia, Herba Fresca and the Bergamot Shower Gel and Body Lotion.
Commenting on the new scent, Jelk said: “We designed the fragrance around this very green, very floral, truly delicious Calabrian Neroli. Nerolia Vetiver is, first and foremost, an infatuation with Calabrian Neroli. It is the love of Italy, its landscapes and its art of living. It is La Dolce Vita!”
To celebrate the launch, Guerlain has partnered with photographer/activist/author Arthus Bertrand to create a striking campaign film called ‘The World Is Our Garden’. An acclaimed environmentalist, Bertrand is the author of ‘Earth from Above’ and Founder of the GoodPlanet Foundation. To minimise the campaign’s carbon footprint, some of the images used come from the iconography of ‘Earth from Above’.
In 2019, Guerlain partnered with Bertand’s GoodPlanet Foundation to raise awareness among younger generations about bee protection and conservation.
The World Is Our Garden campaign adopts a ‘slow flower’ approach and presents seasonal, locally-sourced flowers in France, that respects nature’s biorhythms. The campaign is part of the wider ‘Sustainable Board’ project, which supports the strategic deployment of Guerlain’s sustainable and biodiversity actions. The project is spearheaded by Guerlain and a committee of 13 sustainable development experts, with Bertrand as its Honorary President.
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