Guerlain last week presented its new limited-edition Aqua Allegoria Harvest collection during a launch event hosted at Linnaean London.
The collection comprises Nerolia Vetiver Harvest, Mandarine Basilic Harvest and Rosa Rossa Harvest.
The latest member of the Aqua Allegoria Forte line, Nerolia Vetiver Forte, was also highlighted at the event held on 23 March. The Harvest collection is available at selected points of sale across travel retail Europe.
Guerlain Head of Retail & Education Yinan Mangeot said, “We don’t like to play favourites, but let’s just say it – Aqua Allegoria is kind of our favourite! Created in 1999 by Jean-Paul Guerlain, fourth generation of the Guerlain family, this collection is magic.
“Why? Because it transforms nature’s gifts to the most precious moments of happiness – just like our event tonight.”
Click the YouTube link above to watch our exclusive video coverage of Guerlain’s Aqua Allegoria Harvest showcase in London. Filming by The Moodie Davitt Report Assistant Editor Ameesha Raizada with editing by Digital Content Editor Declan Moodie.
Guerlain Travel Retail Director Penelope Entraygues said, “We capitalise on our unique DNA – Guerlain has been the Parisian ultimate since 1828. A brand with strong creators and experts who maintain quality in everything we do, from fragrances and makeup to skincare, to add the voices of Guerlain to the world.”
Mangeot commented: “This time we’re telling the story of Aqua Allegoria a bit differently. The [Harvest] collection invites us to plunge into the hearts of the fields and it celebrates the splendour of raw wonders that are harvested with love. This incredible human angle is consistent with the brand’s commitment to protecting nature; but with this collection, we also aim to highlight the shadow craftsmanship.”
Guerlain Marketing Director Sophie Rousseau said, “Our obsession is really to elevate and showcase our uniqueness, our strong DNA. Our Master Perfumer Thierry Wasser and team travel all over the world to find the best raw materials to craft exceptional, unforgettable scents.
“Clearly, we want to emphasise this uniqueness. We want to tell people about the beauty and the story of these fragrances.”
Talking about the new Harvest scents, Mangeot said: “Nerolia Vetiver Harvest has quite an amazing story, because this time our beloved Neroli is infused with very, very special honey: a delicious harvest of orange blossom honey from Guerlain’s own beehives in Calabria, Italy. It gives a newfound roundness – the scent is slightly honeyed, delicate and subtle – yet tempting.
“Rosa Rossa Harvest is actually the story of a rose, the soul of the rose – queen of the flowers, expressing her full facets. We have to highlight that organic rose water from Grasse gives this scent tenderness and incredible freshness.”
“[For Mandarine Basilic Harvest] we’re telling the story of special green Marzolo mandarins from Calabria. You feel a vegetal, zesty sweetness and a slight bitterness in the scent. Up to 95% of natural ingredients have been used, which makes the key difference. It’s extremely difficult to achieve.”
Guests also had the chance to get their names engraved on an Aqua Allegoria flacon, courtesy of Engraving Artist Barbara Walden. “At Heathrow Airport Terminal 5 this customisation service is available to travelling consumers,” said Guerlain Retail Manager Veronica Compan.
LVMH-owned Guerlain is a member of the Union For Ethical Biotrade, maintaining its commitment towards ethical, sustainable sourcing.
The flacons’ outer packaging is now made of 100% recyclable, cellulose fibre covers produced from eco-managed forests, and it features a decorative flower-and-wheat motif by Paris-based Artist Laura Gulshani.
Guerlain Marketing Director Sophie Rousseau said, “We also custom-create perfumes for high-profile clients, which are worked on by the master perfumers – they take about a year to perfect.”
Calling attention to the onset of spring, the venue was decorated with floral arrangements that complemented the Harvest collection.
Several activities were planned for the attendees, including ‘make your own tea’ with sustainably-harvested ingredients that are used for making the perfumes, such as Damascan roses, Neroli, sweet orange peel, basil leaves and jasmine.
Guerlain Training Manager Georgios Tsantirakis manned the makeup booths, helping guests experiment with the brand’s latest makeup offerings: Terracotta Le Teint foundation, Terracotta Kabuki Brush, and the Terracotta Bronzing Powder.
Entraygues commented: “We have also just launched our new foundation, Terracotta Le Teint. Within the first two weeks at Sephora, it was already the number one foundation.” ✈
