FRANCE. Guerlain has created its first global travel retail exclusive fragrance, as part of the brand’s famous Aqua Allegoria collection. The scent is called Bouquet Numéro 1 and will be available from 1 April.
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Guerlain’s travel retail exclusive fragrance, Bouquet Numéro 1, part of the brand’s Aqua Allegoria collection | |
Aqua Allegoria made its debut in 1999. Created by Jean Paul Guerlain, the collection is described as a tribute to nature, which “offers a new interpretation of freshness in an unprecedented style”.
Over 20 Aqua Allegoria have been created to date, some of which have been seasonal limited editions. In 2010, a travel retail exclusive – composed by in-house nose Thierry Wasser – joins the portfolio.
The product is linked to the DNA of Guerlain, according to the brand. The name itself reflects Guerlain’s fragrance heritage, as it references the compositions of Pierre-François-Pascal Guerlain, founder of Guerlain, and his heir Jacques, namely: Bouquet du Roi d’Angleterre, Bouquet du Jardin du Roi, Bouquet de l’Impératrice, Bouquet Napoléon, Bouquet Duchesse, Bouquet de Paris and Bouquet de Faune.
The fragrance juice features white flowers and delicate fruit notes, pairing jasmine and peach. Described as an ode to spring, the scent was inspired by a dewy spring garden at dawn. Other key ingredients include freshly cut grass and bergamot.
The fragrance flacon is a reworked version of the signature Aqua Allegoria bottle. It is now adorned with a golden label, while the outer carton displays the house’s iconic bee, in a feminine shade of pink. The back of the packaging includes a narrative about the olfactory journey.
The advertising visual for Aqua Allegoria Bouquet Numéro 1 was shot by photographer Paolo Roversi and features model Anna Selezneva.
