In a move that aims at boosting the presence and moreover brand awareness of Guerlain in the North American continent, the venerable French company is going ahead with a whole new rendition of the ultra-popular perfume La Petite Robe Noire.
|pic via kizmi.com|
Targeted at a specific American market "who want something more refined and subtle than the mass market perfumes", according to William Lescure, president of Guerlain Canada, the new edition of La Petite Robe Noire will launch in 2016.
Lescure mentioned in the Montreal Gazette that although the fragrance is an international hit, the composition is considered not sweet enough for North American tastes. So the new version will be even sweeter.
I personally find that detail kind of odd, considering that La Petite Robe Noire is among the sweetest fragrances in the Guerlain stable (contrast it with Jicky, Shalimar, or Vetiver to talk only about best-selling classics), a fact that has probably accounted for its commercial success in the first place. Many of us, perfume lovers and dedicated Guerlain customers, find it already quite sweet!
Therefore the question does arise on whether there is a point in fixing something that is not broken (La Petite Robe Noire was first and foremost an American consideration) in order to attain a goal for which the one lonely scent is but one pillar of the building. There is also the question whether there will be two editions, the American market one ultimately engulfing the international one or the two co-existing at the supreme confusion of travelers and duty free buyers. What do you think?