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Monday, July 10, 2006

Some more on Guerlain Insolence

According to, Guerlain "is pulling out all the stops to widen its visibility and to attract a younger clientele." With its "racy" new fragrance Insolence, the brand wants "to capture the hearts of the American and British audience with a new image and spokesmodel, Oscar-winning actress Hilary Swank". In the words of Guerlain President and CEO Renato Semerari, L’Instant, the first launch of a "new generation of Guerlain" had as its main objective the reconciliation of the brand with its consumers. As far as Semerari is concerned, "L’Instant has fulfilled this role well", although it worked better where the company "had more Guerlain fans—France and Russia. It did not do as well in the US." Guerlain hopes to improve the situation with Insolence, which "aims to appeal to women who like the brand, but are not ready for it yet, so in a way it has a younger target. And of course it is designed to have a bigger visibility in the US and become the second pillar after Shalimar." Semerari's prognosis is very optimistic, "due to the extra gains in the US and the UK, Insolence should become bigger than L’Instant."
(You can read my reviw of Insolence here)


Anonymous Anonymous said...

I'm sorry, but I can't get past the fact that I think Hilary looks like a transvestite in that ad. I know she is undoubtedly a lovely girl and all that, but NOT Guerlain...unless the new audience they're hoping to capture is the cross dressing one.

9:12 AM EDT  
Blogger Marina said...

She does! Why so much airbrushing? Why? Supposedly they have chosen her for her original, natural, edgy look...and then they go and airbrush her into an angry looking Barbie of sorts.

9:18 AM EDT  
Anonymous Anonymous said...

I am gonna buy Insolence and check it out. If it is tops well we will continue to buy .........Rich

5:27 AM EDT  

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