Monday, September 1, 2014
Guerlain Unveils Shalimar Souffle de Parfum Commercial
Somehow I'm not entirely convinced: why keep producing fragrances that bear no resemblance to the classic Shalimar perfume and keep naming them Shalimar this or that? The lovely Shalimar Parfum Initial edition is a loss in market terms (and a loss to us perfume lovers of great juice), for this very reason.
On the other hand, I recognize the need to ride on the coat-tails of an established brand and to keep reviving this brand by introducing junior customers to it, even by name.
This is the case with CK One, L'Eau d'Issey (Miyake), Dior J'Adore (preparing another commercial for fall 2014 themselves), Davidoff Cool water and their million "flankers". This is the raison d'être of flankers, come to think of it. It just looks a tad weird from such a historic house as Guerlain, but it isn't really.