Idylle

Idylle, like a love potion set in a golden drop, does not clash with the famous perfumed creations of Guerlain inspired by the greatest love stories. Yet Idylle innovates by positioning itself far more on its floral and musky architecture than on the usual straightforward Guerlinade. A sign of Guerlain's renewal, Idylle brings the historic house into the era of 2.0 advertising, and it works.

When Guerlain enters the era of digital communication for a Divine Idylle

In 2008, the house of Guerlain saw a major upheaval take shape: the arrival of a young nose who was not a “Guerlain”, the creation of a new perfume, Idylle, without Guerlinade, and communication campaigns that spread across the internet far more than elsewhere.

A sign of new times, and of a house that has always known how to adapt perfectly to its era, the advertising for Idylle was not only televisual or photographic but also digital. It must be said that the magnificent and captivating face of the campaign for Idylle, Nora Arnezeder, poses with all her fresh and daring beauty in an advertisement that is both understated and utterly intoxicating, where every gaze converges on the loving expressions of the lovely young woman. The visual, just as carefully crafted, comes alive with the beauty of the golden drop design of Idylle, set off by the splendid face of its ambassador.

Naturally, the advertising campaign for Idylle deserved wide distribution. Beyond the site created by Guerlain solely dedicated to Idylle, the spots and visuals spread across all the most renowned websites, even appearing on the famous Deezer to offer an Idylle playlist. With Idylle, Guerlain fully entered the era of 2.0 communication.

Idylle, or the end of the Guerlinade in favor of a beautiful floral chypre

The golden drop design of Idylle, created by Ora Ito, is beautiful and original, although it reminded some of the bottle of Secret Obsession. Proof of this, the Idylle bottle was conceived as a unique work of art meant to represent “a tear of joy and feminine happiness, a drop of love, a golden drop.”

Idylle is also, of course, the very first perfume created by Thierry Wasser as head of Guerlain, no longer merely as a collaborator. And it can be said that while some criticize its lack of Guerlinade, others are quite satisfied with this change, which, ultimately, is not really one. Because of what I have lived through, today there are raw materials that I hold particularly dear. They all come from the Guerlinade: Guerlain's olfactory signature (tonka bean, iris, jasmine, rose, bergamot and vanilla), but they are used more or less in my creations, explains Thierry Wasser. The Guerlinade is therefore a constant inspiration but not an end in itself, that much is clear.

Moreover, Idylle brings out all the sublime potential of these varied influences. The top notes of fresh, fragrant bergamot prepare the way for the shower of flowers at the heart. Then the Bulgarian roses so dear to Guerlain spread their intensely fruity facets joyfully alongside delicate jasmine as well as notes of freesia, lily of the valley, peony and white lilac. Finally, to better frame this “idyllic” floral cocktail, white and cottony musky depths take on the sensual movement of patchouli.

Times change and Guerlain evolves and transforms through its collaborations. With Idylle in 2009, the venerable perfumery offers a younger audience the splendor of its expertise while freeing itself from its past in order to better belong to the present. There is, however, no betrayal of historic values, as the lovely Idylle is also a worthy heir to the house's great perfumed names.

By combining the sensuality of chypre and the intimate facet of white musks with a bouquet of flowers, a symbol of a declaration of love, he [Thierry Wasser] manages to express the romantic and carnal idea of the idyll. Guerlain, Idylle.