PARIS — Guerlain is showing its flower power.
This story first appeared in the May 24, 2010 issue of WWD. Subscribe Today.
On Sunday and today, the LVMH Moët Hennessy Louis Vuitton-owned brand is taking part in “Nature Capitale,” an event involving Paris’ Champs-Elysées being covered with plants to help fete the International Day of Biodiversity. Guerlain’s plot (called La Prairie des Senteurs, or Meadow of Fragrances) covers 2,220 square feet and involves most of the brand’s favorite natural raw materials, including orange, mint, rhubarb and peony, whose notes the brand uses in its fragrance juices.
Guerlain stated the tie-in was a natural, not least because its scents are largely comprised of ingredients culled from nature, which its perfumers, Jean-Paul Guerlain in years past and Thierry Wasser today, have combed the planet to find.