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LVMH-owned beauty brand Guerlain is aiming to enter the European top 10 in Q4 2003 and the US top 10 in 2004 with its latest women’s fragrance, L’Instant de Guerlain. The fresh oriental, created for women over 30, will be backed by a bigger advertising budget than its predecessor Mahora, which was launched in 2000 and has already been taken off the market. “We increased our media budget by 50% in 2003,” reports Guerlain ceo Renato Semerari.

Maurice Roucel at Dragoco composed the fragrance, together with Guerlain director of fragrance development Sylvaine Delacourte. French design agency Love created the thick glass bottle, manufactured by Pochet et Du Courval, whose clear rounded sides are brightened by violet highlights from the spray-dyed base.

L’Instant de Guerlain will launch this September in France and all European travel retail markets. This will be followed by the Asian domestic market in September/October, and the US domestic and travel retail markets next March. It will also roll out to the Asian travel retail market in March.

The fragrance line comprises a 7.5ml perfume extract (€89), 30ml, 50ml and 80ml EdPs (€44, €62 and €82), a 200ml body milk (€39) and a 200ml shower gel (€32).