La Petite Robe Noire by Guerlain: Between innovation and great classics, the oriental by Guerlain is essential
An innovative campaign, without muse, led with full speed with the modernism which is essential was carried out to create the event. As for the fragrance, it presents itself in two facets: a visual aspect inherited from the historical legends of the Guerlain house and a scented composition which aims to be the bearer of the Guerlinade face daring and original notes. Between traditions and modernities, “La Petite Robe Noire” a pretty oriental flowered and gourmet, leaves no one indifferent.
The creation of the Little Black Dress by Guerlain
Before the “Little Black Dress ”came out with fanfare, there was first of all a first bottle released in 2008 in the confidentiality of Guerlain boutiques intended to be a limited edition. Delphine Jelk at the head of this new Guerlain fragrance, then offers a gourmet and fruity juice which certainly has panache and a strong potential, but which must still be worked on to be modernized. Thierry Wasser, Guerlain perfumer since 2009, and Sylvaine Delacourte then seized the perfume to create an even more daring new model. In 2012, “La Petite Robe Noire”, a new version arrived in our perfumeries with a great deal of chic and shocking communication campaigns.
Indeed all aspects of the marketing campaign carried out for “La Petite Robe Noire “use surprise and the advertising effect to create the event. First of all, this perfume does not use any muse, no star to promote it because the star is La Robe, the famous “little black dress” initiated by Coco Chanel in the 1920s. a “Little Black Dress” silhouette drawn in Indian ink that walks and struts like a glamorous icon in the streets of Paris. The animated film seduces as much as it surprises! In addition, the street marketing of the silhouettes of “The Little Black Dress” walking in the streets of large cities, such as the coverings of the pages of major fashion sites or the famous YouTube, loudly and above all loudly displays a powerful and well -conducted marketing campaign. .
“A perfume is in its own way an invisible dress, a game between what is hidden and what is revealed” explains Thierry Wasser about “La Petite Robe Noire”.
The Little Black Dress in scents: between fruity modernities and oriental classics
The “La Petite Robe Noire” campaign highlights a Parisian woman who is at the same time chic, glamorous and resolutely modern and the perfume, whether by its bottle or by its composition, is no exception to the rule! This beautiful oriental perfume was created in homage to Coco Chanel, it is therefore intended to be the bearer of a culture, of a history while seducing a relatively young audience: “I am absolutely indispensable and totally irresistible. I am the new Guerlain scented creation, chic, and terribly glamorous. I am The Little Black Dress! »Chanted the Black Dress in his mini animated advertising film.
Thus the bottle, simply designed with a pretty feminine silhouette dressed in the famous“ little black dress ”, is adorned with the famous“ inverted heart ”cap . Famous for having adorned the famous “Blue Hour” in 1912 following a collaboration between Guerlain and Baccarat, the stopper, like the curved design of the packaging designed by Serge Manseau, is intended to be a showcase of prestige but also of seduction. And the terribly addictive scented composition of “La Petite Robe Noire” will not make us lie!
This beautiful fruity oriental dress, discovered in transparency thanks to its work of art bottle, offers us a lemony freshness in top notes. Then the heart of the composition will open up to gourmet aromas of licorice and fruity raspberries and black cherries while offering a powdery floral note typified by violet and rose delicately enhanced by star anise. To complete its gourmet trail, “La Petite Robe Noire” signs its sweet coquetry with base notes of vanilla and bitter almond while exhaling white musks and patchouli traditionally linked to the famous “guerlinade”.
“La Petite Robe” Noire “has signed with its signature fruity florals, knowing how to brilliantly mix audacity and history, modernity and tradition. Guerlain thus offers a very feminine and timeless perfume, just as Coco Chanel marked the trend of fashion with a black dress which has now become a great classic of wardrobes. The gamble has been won because “La Petite Robe Noire” remains a great success in perfumery, which is still as coveted and appreciated as it may be.
Contrary to what many lovers of La Petite Robe Noire think, she was not born in 2012 but in 2009 from the talents of Delphine Jelk. However, it was the perfumer attracted by the house of Guerlain, Thierry Wasser, who took over the composition of the very first Petite Robe to make it the perfume we all know today. A true ode to mischievous femininity at the same time as a spokesperson for Guerlain’s values, La Petite Robe Noire is the current best-seller in perfumery, ranked No. 2 in sales since 2013.
A first Little Black Dress signed Delphine Jelk then Thierry Wasser
And yes The Little Black Dress born in 2012 was not the first designed by the venerable house of Guerlain. Moreover, fans of Parisian haute-couture stores had already known it since 2009. This very first ultra-limited edition version developed by Delphine Jelk and Sylvaine Delacourte was successful from the outset, yet its ultra-sweet scents seemed too “pastry”. “And too” pink “for the Guerlain house.
” She [La Petite Robe Noire in 2009] had divided opinion. Some had found that the eau de parfum made an unwanted borrowing from the spirit of Chanel and criticized the fragrance, a sweet combination of licorice, almond and forest fruits, for sounding more pink than black. The others just loved him. “
So to respond to this public who sought to enjoy these sweet scents but in a more” Guerlain “style, Thierry Wasser, the exclusive nose of the house, remodeled the composition of La Petite Robe Noire to make it more “black” but also more similar to the spirit of the Guerlinade, the flagship of the house.
“In this juice, we find the Bulgarian Rose … one of my favorite ingredients. The head is very daring, it leaves a trail. I wanted this perfume to have a strong signature that was faithful to Guerlain’s essentials. “& Nbsp; Thierry Wasser about La Petite Robe Noire Eau de Parfum for Plurielles.
La Petite Robe Noire Eau de Parfum between modern delicacies and pretty floral Guerlinade…
The composition of La Petite Robe Black which was marketed for the first time in 2012 is therefore that of Thierry Wasser. Less fruity and less tangy than Delphine Jelk’s first composition, La Petite Robe Noire has really become “black” with a powdery sensuality and typically Guerlain sensuality.
La Petite Robe Noire presents itself. first of all in a sparkling lemon light. But black cherries, almonds and red fruits mingle with this tangy sparkle to offer a sweet and enveloping marmalade, addictive at will. The pretty Bulgarian roses so dear to Thierry Wasser come onto the scene to better pierce us in the heart. Then the patchouli takes us into a heat where tonka bean gluttony reigns supreme. Black tea and its delicious smokes will cover this pretty dress with mysteries…