Thierry Wasser and Ora Ito on Idylle by Guerlain

A new site for Idylle by Guerlain (with a chinoiserie rendition of "Singing in the Rain" at the background) has launched and it's carefully orchestrated to reveal facets of the new perfume and its conception. The in-house perfumer at Guerlain, Thierry Wasser, talks (with English subtitles) about the concept, the choice of notes (strong emphasis on the rose as per him) and the image chosen for the newest feminine fragrance for mainstream distribution by Guerlain,Idylle, fronted by Nora Amezeder. Watch Wasser on this link.
Ora Ito, the designer behind the flacon in the shape of a gold drop, talks here. I have to admit that the site is beautifully constructed.
Perhaps the most mischievous thing on it however is the invitation to play online and enter to win a day at La Maison Guerlain.

Idylle by Guerlain: the new feminine by Thierry Wasser

In June we will be all sniffing and smelling the newest Guerlain to hit counters, the one on which Thierry Wasser the in-house perfumer has been working on for so long, apparently. [adding: the international release has been pushed to September] A witty commentator on this venue, March, when describing Wasser as lost-in-action was wondering if "he fell off the stairs" or something, it was so long since his name had been tied to a Guerlain project! (Last time, for those who forgot, was a year ago when he was credited with Guerlain Homme, shortly after the announcement on his head-perfumer position of the venerable house). We have highlighted the miss while commenting on the upcoming city releases, Paris-Moscow, Paris-New York and Paris-Tokyo as well as while critizing the recent exclusive release La Petite Robe Noire, the newest flanker of Mitsouko , Mitsouko Fleur de Lotus, or the limited editions of Fleurs de Shalimar. As I was safely predicting, the new fragrance could not be called Gold, as rumoured on online discussions, because this is the registered name of the very good lily fragrance by Donna Karan.

The new Guerlain feminine fragrance for mainstream distribution is therefore called Idylle , a name hoping to bring on an idyllic smile of daydreaming on our faces. It will feature floral notes with rose as the star ingredient: "Thierry Wasser created this fragrance using the Bulgarian rose as a star ingredient, in Guerlain’s Perfumer tradition he selected personally the very best roses ensuring the exceptional quality of the fragrance". The bottle design is created by Ora Ito, while the advertising face will be Nora Arzeneder, the young singer/actress of Faubourg 36. The advertising campaign will be materialized by Paolo Roversi, the mn responsible for the latest Shalimar commercial with Natalia Vodianova. Although that commercial was aesthetically successful and tasteful, I am holding out for a little less sexiness on this project. Too much sex in fragrance advertising somehow has started to look cliché.
Notes for Guerlain Idylle: lily of the valley, peony, freesia, lilac, Bulgarian rose, patchouli, white musk.

Idylle is available in 30, 50 and 100 ml of Eau de Parfum everywhere where Guerlain is sold.

Source : Stratégies via au parfum
Updated with ad pic via belezza.pourfemme.it