Changes at Guerlain & Goutal: Repackaging & New Boutique Image

Two well-known French brands belonging to bigger business groups are doing a twist on their presentation and in some cases possibly a rethinking of their products. Guerlain and Goutal need no introductions, as any perfume lover is familiar with their well-loved iconography. Yet, this seems about to change in some ways.

 To take first things first, Guerlain is changing the pattern of making and selling one of its lower sellers, Jardins de Bagatelle (reviewed on these pages). "As of 2013, the original Jardins de Bagatelle bottle is taken out of production. It is being replaced by the bee atomizer, with a green label. It will only come as Eau de Parfum, while the Eau de Toilette is being discontinued." [source]

Jardins de Bagatelle eau de toilette is therefore no more and the revamping into an Eau de Parfum in the bee bottle can only mean one thing: a single size and a spiked price. [Lady Jicky, if you're reading, please stock up on Jardins de Bagatelle in Eau de toilette]. Well, at least they didn't move it into the Les Parisiennes line which is boutique-exclusive and much more expensive. Cessation of the production of a difficult and unique bottle for the fragrance in favor of a more generic and easily recognizable one is probably adequately reasoned by the cost vs. profit equation.

On the conceptual front, Peter Marino is in the midst of renovating the legendary 68 Champs-Elysées headquarters in Paris; works are in full swing as the reveal is set to be revealed July 2014. The last renovation of the flagship Guerlain was completed in 2005 by Andrée Putman, right when the sponsoring from LVMH practically signaled a new era for Guerlain (even though the take-over was in mid-1990s, it took some years for the new direction to start showing). Perhaps with Putman recently deceased, the renovation is indeed a new leaf.

Annick Goutal, on the other hand, is enjoying a renewed expansion thanks to solving its distribution problems a while ago under new patronage. The first step of renovation comes with Les Colognes Goutal. Not entirely new, since the Colognes reprise the beloved scents of Eau d'Hadrien, Neroli and Vetiver, all classics in their own right, yet the repackaging of Les Colognes Annick Goutal proposes a more distinctive and more generous presentation: the bottles become larger, at 200 ml of liquid, more elongated, with a simpler, solid matte gold cap and a white label with the Annick Goutal insignia in gold and a curvaceous gold edge.The colognes will retail at 135 euros.

The whole line will be color-coded anew for a more distinctive look and the boutiques will follow the new look, come April 2013. According to Christina Möller-Theulle, international marketing director for parfums Goutal, the new concept will be for the shops to become an experience in their own right through a facelift of the displays and the color-coding of the collections. The Saint-Sulpice shop marries the ironwork staircase with the butterfly wings which have become an emblem for Goutal, while the rue de Castillogne boutique juxtaposes the concrete floors inlaid with gold ivy with a carved, semi-fluted gigantic display. The company is very much interested in the Asian market, seeing as Goutal is the leader in niche fragrances in Japan with their Petite Chérie, and are accordingly planning on opening "selling booths" in both China and Thailand.

With thanks to Mr.Guerlain and AlbertCAN.