Guerlain breaks new ground with Insolence – 29/06/06

Bottled Insolence: the new women’s fragrance from Guerlain

FRANCE. Guerlain has unveiled its new women’s fragrance, fronted by double Oscar-winning actress Hilary Swank (The Moodie, 8 March). Insolence will make its debut in September.

As its name suggests, the fragrance concept is “young, irreverent, defiant and free”, reinforcing Guerlain’s trailblazing heritage within fragrance.

In line with this unconventional nature, the traditional olfactory pyramid has been “deconstructed”, so that wearers are taken straight to the heart of the fragrance, described as a new interpretation of violet.

Other key ingredients are red berries – including raspberries, used for the first time in a Guerlain fragrance – Tonka bean, resins and iris.

The fragrance flacon was designed by Serge Mansau. The bottle comprises three glass half-spheres, adorned on the top with the Guerlain signature on a platinum circle.

The double Oscar-winning fragrance face, Hilary Swank

The outer carton is an ornamental box in shades of black gold set off with contrasting matte and glossy textures.

As previously reported, the face of Insolence is actress Hilary Swank, who “perfectly embodies the independent woman with her non-conformist beauty and vibrant personality,” according to Guerlain.

“When Guerlain asked me to represent Insolence, it didn’t take me long to make up my mind,” Swank explained. “The only fragrance I was aware of growing up was Shalimar by Guerlain, because my mother wore it every day”¦Guerlain has such a legendary past to build on”¦In the past I’ve been offered other contracts. I turned them all down because the products were not significant enough.”

The print campaign was shot by fashion photographer Vincent Peters. The TV advertising is the work of director John Mathieson, who was Oscar-nominated for his cinematography of Ridley Scott’s film Gladiator.

Insolence will be available as a 30ml, 50ml and 100ml edt spray, plus a 7.5ml extract. The ancillaries include a Shimmering Body Milk, a Sparkling Shower Gel and a Radiant Body Crème.


Guerlain’s new face products aim for flawless effect – 22/06/06

Guerlain teams up with Hilary Swank – 08/03/06

Guerlain updates key cosmetics collections – 06/02/06

Guerlain celebrates a summery Instant – 31/01/06

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