L’Instant de Guerlain freshens up – 19/01/05

FRANCE. Guerlain has extended its L’Instant de Guerlain women’s fragrance with a new eau de toilette version, to complement the existing extract and eau de parfum. The international launch will begin on 1 March.

The edt (left) targets both existing users of the scent, and younger women looking for a fresher fragrance.

Described as a crystalline floral juice, L’Instant de Guerlain edt is a fusion of citrus, apple, floral lace and soft amber. The key notes include bergamot, grapefruit, blackcurrant, magnolia and Sambac jasmine.

The flacon is a reworked version of the L’Instant de Guerlain original. Once again, the bottle and stopper are made of glass, but this time contain a juice coloured a delicate powder pink.

The outer carton is white, with pink detailing and the Guerlain logo in gold.

The edt will be available in three sizes: a 30ml, 50ml and 80ml spray. The recommended domestic price points are €39, €57 and €69, respectively.

Complementing the edt launch is a new body product (right). A limited edition, L’Instant de Guerlain Shimmering Moisturizing Body Fluid is said to hydrate the skin while delivering a subtle golden sheen to the skin.

It will retail domestically at €39.50 for 200ml.

In other news, in May Guerlain will renovate its boutique at 68 Avenue des Champs-Elysées, Paris.

There will be a new 200sq m perfumery, where clients can purchase limited editions, hard-to-find Guerlain fragrances, or even have their own scent tailor-made.

The in-house Guerlain Institute will also be revamped, complete with new face and body care concepts.


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