Guerlain is refocusing on its La Petite Robe Noire (The Little Black Dress) fragrance, which was introduced in 2009 as part of the brand’s The Exclusive Fragrances Collection, available predominantly at Guerlain’s Parisian boutiques.
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The epitome of fashion, in fragrance form: Guerlain’s La Petite Robe Noire, launching this month in selected French doors |
A new incarnation, featuring an updated juice, packaging and advertising campaign, will be rolled out worldwide in September, following the introduction this month into French domestic and travel retail doors.
“We have big expectations for this fragrance,” Sell-Out Manager Travel Retail Europe & Middle East Aurore Chavernac told The Moodie Report. “The concept is very strong, very different from what we can see today on the market – and the execution will be outstanding. The feedback from retailers has been more than encouraging, and makes us confident of its success.”
In travel retail, Guerlain has joined forces with Aelia, to create an HPP that will kick off on 15 March, to be complemented by a strong and impactful media plan in Paris airports. The promotion will incorporate giant screens, stand-alone “La Petite Robe Noire” characters on-airport, digital screens and a leafleting campaign.
Guerlain perfumer Thierry Wasser has reworked the original La Petite Robe Noire juice to create a fresher, more luminous scent, according to the brand. Key notes include black cherry, almond, bergamot, rose, liquorice and black tea, complemented by the house’s signature Guerlinade.
The updated flacon, with its tapered shoulders and inverted heart-shaped stopper, references that of Guerlain’s heritage scents, L’Heure Bleue and Mitsouko. It features an outline of a little black dress, drawn by Serge Manseau.
The relaunch of La Petite Robe Noire is being supported by an animated ad campaign created by French artists Kuntzel+Deygas. It depicts the silhouette of a chic Parisian woman wearing a little black dress as she flits around the city. The soundtrack is Nancy Sinatra’s “These Boots Were Made for Walking”.
La Petite Robe Noire will be available as a 50ml and 100ml edp, plus a 200ml body milk.
