Guerlain in China
Guerlain is a French brand belonging to Moët Hennessy – Louis Vuitton, LVMH Group set up in year 1828. Its main products are perfume, cosmetics and personal care products. According to the statistics from year 2009, it had 77,302 employees and had an annual turnover of 17,053 million euros.
In year 1828, the doctor and the pharmaceutist, Pierre Francois Pascal Guerlain, opened his first perfume shop in Paris. In 1830, he tried make the perfume ‘individualized’. A special aroma might be designed for a certain lady, or a certain occasion. Guerlain continued this method, and developed a series of prescriptions, which made the brand competitive in the field of daily skin care products and cosmetics.
In 1939, the brand Guerlain opened its first beauty and skin care salon in 68th, Avenue des Champs Elysees, which later become the place representing the fashion circle of France.
Guerlain has ten star products, which are: Baume de la Ferté, Aqua Allegoria, Success Future, Insolence, KISSKISS, Météorites, Orchidée Impériale, Parure, White, and Aquasérum, which later developed into Super Aqua-Sérum.
In year 2008, Guerlain reached an agreement with Sephora. Its legendary product, TERRACOTTA, which is sold in the world with an average speed of 20 seconds a bottle, has come into China market, and would be sold exclusively in Sephora. This cooperation of the world’s first tier cosmetics brand and the world’s first class cosmetics retailer has received huge success.
In year 2011, Cuerlain invited Michelle Yeoh(杨紫琼), the famous Malaysian actress and film producer, to be its spokeswoman. Michelle says that,’ I have always been pursing perfection all my life, and been attracted by those people who continually make progress in quality. For me, Guerlain means all this. It is my honor to cooperate with this legendary brand, because, for me, it is so happy to learn French culture and the culture of Guerlain, and display all these to my compatriots. ‘Michelle is influential in Asia, and is now a new tie of Guerlain and Asian countries.
Ever since the beginning, Guerlain fastened its pace in opening special counters in big department stores in China’s second tier cities. In June, 2011, it had its third special counter in Changsha(长沙), and also had a new counter in Tianjin(天津). Later in September, it came into Harbin(哈尔滨) with special discounts to attract customers. In June, 2012, it had a new counter in Hefei(合肥), and 2 more in Huhhot(呼和浩特) and Wenzhou(温州).
Edited by Amy Wang from Daxue Consultant China (follow us on Twitter and Linkedin)
Credit Photo: 39world
