The fragrance acknowledges the “animal instinct” every man harbours, according to the company. However, Guerlain is anxious to point out that its target market is no “hairy, lantern-jawed beast”, but a male who has razor-sharp reflexes, smooth moves, natural flair and an “undeniable aura of masculinity”.
This positioning is perfectly illustrated by the TV advertising campaign (devised by Jean-Paul Goude, who also shot the print ad), which features the green-eyed Brazilian model Renne Castrucci completely at ease in a jungle setting.
Guerlain Homme is supposed to be a fragrance that defies the traditional pyramid structure. The juice, created by Thierry Wasser and Sylvaine Delacourte, is said to have been composed in three parallel phases: Consequently the notes include, in the middle, beginning and end of the composition a mojito accord of sweet lime, mint, rum and rhubarb. The second accord features floral-citrus notes of bergamot, green tea and pelargonium. The third phase combines cedar, vetiver and green rhubarb, to echo the initial freshness.
Pics and press release via the Moodie report